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Full text of "The Columbia Program Book"

NATIONAL BROADCASTING COMPANY, INC. 

GENERAL LIBRARY 
30 ROCKEFELLER PLAZA, NEW YORK, N. Y. 



BROADCAST PIONEERS LIBRARY 

NAB Building 
1771 N Straet, N.W. 
Washington, D.C. 20036 



1 



Digitized by the Internet Archive 
in 2013 



http://archive.org/details/columbiaprogramv19colu_2 



mm\, m 



NATIONAL BROADCASTING COMPANY. INC. 

GENERAL LI3??ARY 
' ;.OCKEFELLEfi I'LAZA, NEW YORK, N. Y. 



CBS SPONSORED PROGRAMS: pp. 3 to 13 
WABC SPONSORED PROGRAMS: pp. 14 to 16 
CBS SUSTAINING PROGRAMS: pp. 17 to 28 

Pul)lishc<l monthly for advertising executives by 
THE COLUMBIA BROADCASTING SYSTEM 
485 Madison Avenue. New York Citv. N. Y. 




COLUMBIA MTWORK CLIENT 



• AUTOMOTIVE 

CHRYSLER CORPORATION: 

Plymouth, Dodge, DeSoto, 

Chrysler motor cars Page 5 

FORD MOTOR COMPANY: 

Ford, Lincoln, Lincoln Zephyr, 

Mercury Page 7 



• CIGARETTES & TOBACCO 

AMERICAN TOBACCO COMPANY: 

Lucky Strike Cigarettes .... Page 3 
BROWN & WILLIAMSON TOBACCO CORP.: 
Raleigh Cigarettes Page 4 

LIGGETT & MYERS TOBACCO COMPANY: 

Chesterfield Cigarettes, 

Velvet Cigarette and Pipe Tobacco Page 10 

p. LORILLARD COMPANY: 

Old Gold Cigarettes Page 13 

PENN TOBACCO COMPANY: 

Kentucky Club Pipe Tobacco . . Page 10 

PHILIP MORRIS & COMPANY, LTD.: 

Philip Morris Cigarettes . . . . Page 11 

R. J. REYNOLDS TOBACCO COMPANY: 

Camel Cigarettes, 

Prince Albert Tobacco .... Page 12 

U. S. TOBACCO COMPANY: 

Dill's Best, Model Tobacco . . . Page 13 

CONFECTIONERY 

DOUBLEMINT GUM: 

Doublemint Gum Page 6 

SPEARMINT GUM : 

Spearmint Gum Page 12 

4 DRUGS & TOILET GOODS 

AFFILIATED PRODUCTS, INC.: 

Edna Wallace Hopper Cosmetics, 

Louis Philippe, Kolynos .... Page 3 

ANACIN COMPANY: 

Anacin Page 3 

BATHASWEET CORPORATION: 

Bathasweet Products Page 13 




BAYER COMPANY: 

Bayer Aspirin Page c 

CAMPANA SALES COMPANY: 

Campana Hand Cream, 
Italian Balm, Dreskin. Coolies, 
D.D.D., Old South Toiletries . . Page 4 



CAUfO 



CHESEBROUGH MANUFACTURING COMPANY: 

Vaseline Preparations .... Page 

COLGATE-PALMOLIVE-PEET COMPANY : 

(See also Laundry Soaps) 
Colgate Dental Cream, 
Palmolive Shave Cream, 
Palmolive Brushless Shave, 
Palmolive Soap, 
Colgate Tooth Powder, 
Cashmere Bouquet, Halo . . . Pages 5, 



COLONIAL DAMES, INC.: 
Cosmetics Page Ic 



GILLETTE SAFETY RAZOR COMPANY: 
Gillette Shaving Cream, 
Safety Razors and Blades . 

LADY ESTHER LTD.: 

Face Powder, Face Cream, 
Rouge, Lipstick and Nail Polish 

LEVER BROTHERS COMPANY: 

(See also Foods; Laundry Soaps) 
Lux Toilet Soap, Lifebuoy . 

LOS ANGELES SOAP COMPANY: 

White King Soap, 
Sierra Pine Toilet Soap . 

luden's, inc.: 
Menthol Cough Drops . 



Page 



Page 



age 



Page 1 



Page 1 



MENNEN COMPANY: 
Mennen Shave Products 



Pages 10. ]! 



THE PROCTER & GAMBLE COMPANY: 

(See also Laundry Soaps; Foods) 

Teel, Drene. Ivory. Camay . . . Page 

SMITH BROTHERS: 

Cough Drops Page 

E. R. SQUIBB & SONS: 

Squibb Products Page 



Beans. 
Franro 

coci-c 
Cora-C 

foiiJfi 
cans 



ROtlD.' 
Florida 

mm 



Mil 



Satii 



m 



m 



m 



ODS & BEVERAGES 

BEST FOODS, IIVC. : 

a, Margarine, Hellman's 
onnaise Page 3 

•:y"s. inc.: 

Rich Products Page 3 



CLUB COFFEE: 



Page 1 4 



ORNIA FRLIT GROWERS EXCHANGE: 

St Oranges. Lemons . . . Page 4 

BELL SOLP COMPANY: 

bell s Soups. 

, and Tomato Juice .... Page 4 
-American Macaroni 
Spaghetti Page .5 

COLA COMPANY: 

Cola Page 5 

[NENTAL BAKING COMPANY, INC.: 
er Bread Page 6 

SS CANDY COMPANY: 

Page 6 

A CITRIS COMMISSION: 

a Citrus Fruit Page 7 

AL FOODS CORPORATION: 

o Laundry Soaps) 
Nuts, Post Toasties, Sanka. 
e Tapioca. Postum. 
)nd Crystal Salt, 
ell House Coffee. 
■lO'/f Bran Flakes. 
Toasties, Calumet, 

own Pages 7. 8 

n Page 13 

AL MILLS, INC.: 

ies Page 8 

:ED YEAST, INC.: 

ed Yeast Page 9 



BROTHERS COMPANY: 

Drugs: Laundry Soaps) 

AS J. LIPTON, INC.: 

"s Tea and Tea Bags . 



. Page 9 

. Page 10 
PAUL. INC.: 

Is Page 14 

ILK SALES CORPORATION: 

aporated Milk . . . Pages 10. 11 



PLANTERS NUT & CHOCOLATE COMPANY: 

Planters Salted Peanuts. 

Planters Peanut Oil Page 14 

THE PROCTER & GAMBLE COMPANY: 

(See also Toilet Goods: Laundry Soaps) 

Crisco Page 1 2 

LAUNDRY SOAPS & ACCESSORIES 

COLGATE-PAL.MOLIVE-PEET COMPANY : 

(See also Toilet Goods) 

Concentrated Super Suds, 

Octagon Products Page 5 

THE CUDAHY PACKING COMPANY: 

Old Dutch Cleanser Page 6 

GENERAL FOODS CORPORATION: 

(See also Foods) 

La France, Satina Page 7 

LEVER BROTHERS COMPANY: 

(See also Drugs; Foods) 

Rinso Page 9 

THE PROCTER & GAMBLE COMPANY: 

(See also Toilet Goods: Foods) 

Ivory, Oxydol, Chipso . . Pages 5. 11. 12 

» LUBRICANTS 

AMERICAN OIL COMPANY: 

Amoco-Gas, Orange American Gas Page 3 

GULF OIL CORPORATION: 

Motor Oil and Gas Page 8 

TEXAS COMPANY: 

Texaco Products Page 13 

« MISCELLANEOUS 

COMMERCIAL CREDIT COMPANY: 
Automobile Finance Service . . Page 6 

EVERSHARP. INC.: 

Eversharp Pens and Pencils . . Page 7 

INTERNATIONAL SILVER COMPANY: 

International Sterling and 

1847 Rogers Bros. Silverplate . . Page 8 

LIBBEY-OWENS-FORD GLASS COMPANY: 

Flat Glass Products Page 10 

PRUDENTIAL INSURANCE COMPANY 
OF AMERICA: 

Insurance Services Page 12 



e listed on the follQwing pages is current New York time unless otherwise indicated. 



AFFILIATED PRODUCTS, INC. 


Mon. thru Fri. 


Edna Wallace Hopper 


(413th Week on CBS) 


12:30-12:45 p.m. 


Cosmetics 


The Romance of Helen Trent 

Serial drama 


42 CBS stations 

ORIGINATES: WBBM 


Kolynos 

Blackett-Sample- 
Hummert, Inc. 



ROW^' 



Paul 



AMERICAN OIL COMPANY 

(128th Week on CBS) 

The Human Side of the News 
by Edwin C. Hill 



Mon. thru Fri. 
6:05-6:15 p.m. 
45 CBS stations 

ORIGINATES : WABC 



Amoco-Gas 

Orange American Gas 

The Joseph Katz 

Company 



XCBAfi 
Sunk 



AMERICAN TOBACCO COMPANY 


^dt"!! TTIQV 

t^dLUX KXtxy 


Lucky Strike Cigarettes 


(244th Week on CBS) 


9:00-9:45 p.m. 
Rebroadcast 


Lord & Thomas 


Your Hit Parade 


12 mid.-12:45 a.m. 




Mark Warnow's Orchestra, 


104 Lrs^ stations 




Barry Wood, Bea Wain, 


ORIGINATES: WABC 




Hit Paraders Chorus 






Rroflncfl^t TroTn militflrv traininp" 


IHHi 




camps featuring Jerry Lester, Dean 






Janis, Floria Vestoff, Gali Gali, and 






name band-of-the-week. 






ANACIN COMPANY 


Mon. thru Fri. 


Anacin 


(195th Week on CBS) 


12:45-1 :00 p.m. 


Blackett-Sample- 


Our Gal, Sunday 


43 CBS stations 


Hummert, Inc. 


ORIGINATES: WABC 


Serial drama 






BAYER COMPANY 


Tuesday 


Bayer Aspirin 


(275th Week on CBS) 


7:30-8:00 p.m. 


Blackett-Sample- 


Second Husband 


73 CBS stations 


Hummert, Inc. 


ORIGINATES: WABC 


with Helen Menken, presented 






by the Famous Actors' Guild 







IMPAN 



Firsi; 

wilhB 
LesTri 



Camp] 
Ciiarli 



THE BEST FOODS, INC. 

(69th Week on CBS) 

We the Abbotts 

Serial drama 



Mon. thru Fri. 
4:15-4:30 p.m. 
Rebroadcast 
7:15-7 :30 p.m. 
58 CBS stations 

ORIGINATES: WABC 



Nucoa, Margarine, 
Hellman's Mayonnaise 
Benton & Bowles. In 



BOWEY'S, INC. 

(84th Week on CBS) 

News and Rhythm 

with Dale Evans, vocalist, Todd 
Hunter, news commentator, Tommy 
Bartlett. Dari-Rich Orchestra 



Sunday 

11:05-11:30 a.m. 

Rebroadcast 
2:35-3 :00 p.m. 
32 CBS stations 

ORIGINATES: WBBM 



Dari-Rich Products 
Sorensen & Compan 



lOWN & WILLIAMSON TOBACCO 
)RPORATION 

I9th Week on CBS) 

Paul Sullivan Reviews 
the News 



Mon. thru Thurs. 
6:30-6:45 p.m. 
Rebroadcast 
1:00-1 :15 a.m. 
130 CBS stations 
originates: whas 



Raleigh Cigarettes 



Batten, Barton, Durstine 
& Osborn, Inc. 



JLIFORNIA FRUIT GROWERS 
[CHANGE 

7th Week on CBS) 

Sunkist Presents Hedda 
Hopper's Hollywood 



ilfttf; 



Mon., Wed., Fri. 
6:15-6:30 p.m. 
42 CBS stations 

ORIGINATES: KNX 



Sunkist Oranges 
Sunkist Lemons 
Lord & Thomas 



lMPANA sales COMPANY 

i2nd Week on CBS) 

First Nighter 

with Barbara Luddy and 

Les Tremayne 

Drama 



Tuesday 
8:30-8:55 p.m. 
55 CBS stations 
originates: wbbm 



Campana Hand Cream, 
Italian Balm, Dreskin, 
Coolies, D.D.D., Old South 
Toiletries 

Aubrey, Moore & 

Wallace, Inc. 



.MPBELL SOUP COMPANY 

17 th Week on CBS) 

Campbell Playhouse 
with guest stars 

Charlie and Jessie 

Serial drama 



ne. 
iiks. 



iicL> 



Amos 'n' Andy 

Serial comedy-drama 



Martha Webster 

with Bess Flynn 
Dramatic serial 



Fletcher Wiley 

Talks 



Friday 

9:30-10:00 p.m. 
63 CBS stations 
originates : wabc 



Mon., Wed., Fri. 
11:00-11 :15 a.m. 
Rebroadcast 
1 :45-2 :00 p.m. 
53 CBS stations 
originates: wabc 

Mon. thru Fri. 
7:00-7:15 p.m. 
Rebroadcast 
11:00-11:15 p.m. 
60 CBS stations 
originates: knx 

Mon. thru Fri. 
11:15-11:30 a.m. 
Rebroadcast 
3:00-3:15 p.m. 
57 CBS stations 
originates: wabc 

Mon. thru Fri. 
2:30-2:45 p.m. 
35 CBS stations 

originates : KNX 



Campbell's Soups 
Ward Wheelock 
Company 



Campbell's Tomato Juice 
Ward Wheelock 
Company 



Campbell's Soups 
Ward Wheelock 
Company 




CAMPBELL SOUP COMPANY 

Continued 

Lanny Ross 

Songs 



Mon. thru Fri. 
7:15-7:30 p.m. 
Rebroadcast 
11:15-11 :30 p.m. 
57 CBS stations 
originates: wabc 



Franco-American 
Macaroni and Spaghetti 
Ruthrauff & Ryan, h 



ml* 



CHESEBROUGH MANUFACTURING 
COMPANY, CONSOLIDATED 

(llSth Week on CBS) 

Dr. Christian 

with Jean Hershoh 



Wednesday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11:55 p.m. 
64 CBS stations 

ORIGINATES: WABC 
THRU JANUARY 29 



Vaseline Preparations 
McCann-Ericksou . Ii 



CHRYSLER CORPORATION 

(252nd Week on CBS) 

Major Bowes' 

Original Amateur Hour 



Thursday 
9:00-10:00 p.m. 
85 CBS stations 

ORIGINATES: WABC 



Plymouth 
Dodge 
DeSoto 
Chrysler 

Ruthrauff & Ryan, /I 



COCA-COLA COMPANY 

(72nd Week on CBS) 

Pause That Refreshes 
On the Air 

with Andre Kostelanetz and his 
45-piece orchestra, Albert Spalding, 
and guest soloists 



Sunday 

4:30-5:00 p.m. 
99 CBS stations 

ORIGINATES: WABC 




Coca-Cola 

D'Arcy Advertising 
Company, Inc. 



fa 



MM 

m 

Ibiirj 



la 



COLGATE-PALMOLIVE-PEET 
COMPANY 

(260th Week on CBS) 

Colgate Ask-It-Basket 

with Ed East 

Variety-quiz program 

City Desk 

Drama 



Thursday 
8:00-8:30 p.m. 
Rebroadcast 
11:30-12 mid. 
68 CBS stations 

ORIGINATES: WABC 



Woman of Courage 

Serial drama 



Myrt and Marge 

Serial drama 



Thursday 
8:30-8:55 p.m. 
Rebroadcast 
12:00-12 :25 a.m. 
68 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
10:45-11:00 a.m. 
63 CBS stations 
originates: wabc 



Mon. thru Fri. 
10:15-10:30 a.m. 
Rebroadcast 
4:15-4:30 p.m . 
81 CBS stations 

originates: WABC 



Colgate Dental Cream 
Ted Bates. Inc. 



Palmolive Shave Creai 
Palmolive Brushless S 
Ted Bates, Inc. 



Octagon Products 
Ted Bates, Inc. 

Crystal White 

Sherman & Mar qui 
Inc. 

New Concentrated Su 
Suds 

Super Suds 

Sherman & Marqu 
Inc. 



*1 



til 



1 




ions 



OLGATE-PALMOLIVE-PEET 
ItOMPANY 

mtinued 

Hilltop House 

starring Bess Johnson 
Serial drama 

Wayne King^s Orchestra 

with Buddy Clark 

Music 

(This series ends January 25) 

Stepmother 

Serial drama 



Mon. thru Fri. 
4:30-4:45 p.m. 
81 CBS stations 

ORIGINATES: WABC 



Palmolive Soap 

Ward Wlieelock 
Company 



Saturday 
8:30-8:55 p.m. 
66 CBS stations 
29 CBC stations 

ORIGINATES: WBBM 

Mon. thru Fri. 
10:30-10:45 a.m. 
Rebroadcast 
4:45-5:00 p.m. 
49 CBS stations 
originates: wbbm 



Cashmere Bouquet Products 
Halo 

Sherman & Marquette, 
Inc. 

Colgate Tooth Powder 

Sherman & Marquette, 
Inc. 



OMMERCIAL CREDIT COMPANY 

1st Week on CBS) 

Bob Trout 

News 



Mon., Wed., Fri. 
6:00-6:05 p.m. 
Rebroadcasts 
11:00-11:05 p.m. 
11:55-12 mid. 
Saturday 
10:30-10:35 p.m. 
64 CBS stations 

ORIGINATES: WABC 



Automobile Finance 

Service 

O'Dea, Sheldon & 
Canaday, Inc. 



Cream 



ONTINENTAL BAKING CO., INC. 

USth Week on CBS) 

Your Marriage Club 

with Haven MacQuarrie 

Quiz 



Saturday 
8:00-8:30 p.m. 
Rebroadcast 
11:00-11:30 p.m. 
48 CBS stations 

ORIGINATES: WABC 



Wonder Bread 
Ted Bates, Inc. 



HE CUDAHY PACKING COMPANY 

\U4th Week on CBS) 

Bachelor's Children 

Serial drama 



Mon. thru Fri. 
9:45-10:00 a.m. 
18 CBS stations 

ORIGINATES: WBBM 



Old Dutch Cleanser 
Blackett-Sam ple- 
Hummert, Inc. 



4 



URTISS CANDY COMPANY 

'5th Week on CBS) 

News 

with Jackson Wheeler 



Sat., Sun. 
11:00-11:05 a.m. 
38 CBS stations 

ORIGINATES: WABC 



Candy 

C. L. Miller Company 



rated Sun 



•OUBLEMINT GUM 

U6th Week on CBS) 

Melody Ranch 

with Gene Autry 

Western dramatic series 



Sunday 

6:30-7:00 p.m. 
68 CBS stations 

ORIGINATES: KNX 



Doublemint Gum 
/. Walter Thompson 
Company 



CLIENT AND PROGR 




EVERSHARP, INC. 

(66th Week on CBS) 

Take It or Leave It 

with Bob Hawk, MC, David Ross 
Quiz 



Sunday 

10:00-10:30 p.m. 
58 CBS stations 
originates: on totjr 



Eversharp Pens and Pei 
The Biow Company 



FLORIDA CITRUS COMMISSION 

(45th Week on CBS) 

Mary Margaret McBride 

Talks 



Mon. thru Fri. 
3:00-3:15 p.m. 
39 CBS stations 
(Tues. and Thurs. 
21 CBS stations) 

ORIGINATES: WABC 



Florida Citrus Fruit 
Arthur Kudner, Inc. 



FORD MOTOR COMPANY 

(351st Week on CBS) 

Sunday Evening Hour 

Ford Symphony Orchestra and 
Chorus, guest conductors, 
and solists 

With Talks by IF. J. Cameron 



Sunday 

9:00-10:00 p.m. 
56 CBS stations 

ORIGINATES: WJR 



Ford 
Lincoln 

Lincoln Zephyr 
Mercury 

McCann-Erickson, In 



GENERAL FOODS CORPORATION 

(293rd Week on CBS) 

We, the People 

with Gabriel Heatter, Harry von 
Zell and guests 
Real-life experiences 

Kate Smith Hour 

with Kate Smith, Ted Collins, Jack 
Miller and his orchestra, Ted Straeter 
and his chorus, Andre Baruch, 
Charlie Cantor and Minerva Pious 

Music, comedy, and drama 

Kate Smith Speaks; News 

Talks and news 



Home of the Brave 

Serial drama 



Tuesday 
9:00-9:30 p.m. 

Rebroadcast 
12:00-12 :30 a.m. 
81 CBS stations 
originates: wabc 



Friday 

8:00-8:55 p.m. 
Rebroadcast 
12:00-12:55 a.m. 
84 CBS stations 
originates: wabc 



Mon. thru Fri. 
12:00-12:15 p.m. 
68 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
2:45-3 :00 p.m. 
82 CBS stations 

ORIGINATES: WABC 



Sanka 

Young & Rubicam, I 



Grape Nuts 

Young & Rubicam, 



Swansdown Cake Floui 
Young & Rubicam, 

Diamond Crystal Salt 
Benton & Bowles, Ir 

Calumet Baking Powde 
Swansdown Cake Flou 
Young & Rubicam, . 



ILLET 



Oral 

Ctor 



Cil 













ndPe 


ENERAL FOODS CORPORATION 


Mon. thru Fri. 


1 




ontinuea 


2:15-2:30 p.m. 


Satina 




panv 


Joyce Jordan, Girl Interne 

Serial drama 


Rebroadcast 
6:30-6:45 p.m. 
52 CBS stations 

ORIGINATES: WABC 


Minute Tapioca 

Young & Rubicam, Inc. ^ 






Young Dr. Malone 


Mon. thru Fri. 


Post's 40% Bran Flakes 




nit 


Serial drama 


2:00-2:15 p.m. 
Rebroadcast 
6:00-6:15 p.m. 


Benton & Bowles, Inc. 




'■Ik. 




71 CBS stations 

ORIGINATES: WABC 


j 






Kate Hopkins 


Mon. thru Fri. 


Maxwell House Coffee 






Serial drama 


4:45-5:00 p.m. 


Benton & Bowles, Inc. 








Rebroadcast 








3:30-3:45 p.m. 
43 CBS stations 

ORIGINATES: WABC 








Portia Faces Life 


Mon. thru Fri. 


Post Toasties 




:m. 1 


Serial drama 


4:00-4:15 p.m. 
83 CBS stations 

ORIGINATES: WABC 


Benton & Bowles, Inc. 






;eneral mills, inc. 


Mon. thru Fri. 


^^Tieaties 






325th Week on CBS) 


10:00-10:15 a.m. 


Knox Reeves 






By Kathleen Norris 


Rebroadcast 

11 :45 a.m.-12 .00 noon 


Advertising, Inc. 






Dramatization of her novels 


39 CBS stations 

ORIGINATES : WABC 








;illette safety razor company 


Tues., Fri. 


Gillette Shaving Cream, 






35th Week on CBS) 


8:55-9:00 p.m. 


Safety Razors and Blades 






Elmer Davis 


57 CBS stations 

ORIGINATES : WABC 


Maxon, Inc. 






News 










Orange Bowl Game — 


Wed., Jan. 1 






km, 


' Georgetown vs. Mississippi State 


2:00-4:30 p.m. 








Play-by-play account by Ted Husing 


71 CBS stations 

ORIGINATES: MIAMI 








;uLF oil corporation 


Sunday 


Motor Oil and Gas 






360th Week on CBS) 


7:30-8:00 p.m. 


Young & Rubicam, Inc. 




(eFloui 


Gulf Screen Guild Theatre 


75 CBS stations 

ORIGINATES: KNX 




alSalt 


with Roger Pryor, MC, screen stars, 








Oscar Bradley's Orchestra, 






1 




John Heistand 








keFloii 


nternational silver company 


Sunday 


International Sterling and 




147th Week on CBS) 


6:00-6:30 p.m. 
56 CBS stations 


1847 Rogers Bros. 
Silverplate 






Silver Theatre 


ORIGINATES: KNX 


Young & Rubicam, Inc. 






Conrad Nagel, Narrator-director, 








and guest stage and screen stars 






8 


g 






- 




■ 









IRONIZED YEAST CO., INC. 

i67th Week on CBS) 

Court of Missing Heirs 

Drama 



Tuesday 
8:00-8 :30 p.m. 
Rebroadcast 
11:30-12:00 mid. 
74 CBS stations 

ORIGINATES : WABC 



Ironized Yeast 

Ruthrauff & Ry an, In 



LADY ESTHER, LTD. 

(369th Week on CBS) 

Guy Lombardo and His 
Orchestra 

Popular music 



Monday 

10:00-10 :30 p.m. 
63 CBS stations 

ORIGINATES: WABC 



Face Powder, Face Crea 
Rouge, Lipstick and 
Nail Polish 

Pedlar & Ryan, Inc. 



LEVER BROTHERS COMPANY 

(283rd Week on CBS) 

Lux Radio Theatre 

Cecil B. DeMille, director, 
with stars of stage and screen 
Drama 

Big Town 

with Edward G. Robinson, Ona 
Munson, Leith Stevens' Orchestra 

Drama 



Meet Mister Meek 

Drama 



Monday 

9:00-10:00 p.m. 
65 CBS stations 
29 CBC stations 



Lux Toilet Soap 

/. Walter Thompson 
Company 



originates: knx 



Big Sister 

with Alice Frost, Martin Gabel 

Serial drama 



Aunt Jenny's Real Life Stories 

Dramatic sketches 



Wednesday 
8:00-8:30 p.m. 
Rebroadcast 
9 .30-10 :00 p.m. 
73 CBS stations 

30 CBC stations 

ORIGINATES: KNX 

Wednesday 
7:30-8:00 p.m. 

Rebroadcast 
10:30-11 .00 p.m. 
63 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
11:30-11:45 a.m. 

Rebroadcast 
2:00-2:15 p.m. 
73 CBS stations 

31 CBC stations 

ORIGINATES: WABC 

Mon. thru Fri. 

11:45-12:00 noon 
Rebroadcast 
2:15-2:30 p.m. 
61 CBS stations 

ORIGINATES: WABC 



Kmso 



Ruthrauff & Ryan, Iw 



Lifebuoy 

William Esty & 
Company, Inc. 



Rinso 

Ruthrauff & Ryan, I 



i 



Spry 

Ruthrauff & Ryan, I 



ceCrei 



in./nf, 



BBEY-OWENS-FORD GLASS 
)MPANY 

5th Week on CBS) 



Design for Happiness 

with 65-piece Chicago Woman's 
Symphony Orchestra, directed by 
Izler Solomon, and guest soloists 
Symphonic music 



Sunday 

5:00-5:30 p.m. 
75 CBS stations 

ORIGINATES : WBBM 



Flat glass products 

United Slates Advertis- 
ing Corporation 



GGETT & MYERS TOBACCO 
>MPANY 

17th Week on CBS) 

Glenn Miller and His Orchestra 

with Marion Hutton, Ray Eberle 

Professor Quiz 
with Bob Trout 

Questions and anstvers 



Tues., Wed., Thurs. 
10:00-10:15 p.m. 
97 CBS stations 

ORIGINATES : WABC 



Tuesday 

9:30-10:00 p.m. 
68 CBS stations 

ORIGINATES : WABC 



Chesterfield Cigarettes 
Newell-Emniett Co., Inc. 



Velvet Pipe and Cigarette 
Tobacco \ 
Newell-Emmett Co., Inc. 



HOMAS J. LIPTON, INC. 

5th Week on CBS) 

Helen Hayes Theater 

starring Helen Hayes, with Mark 
Warnow's Orchestra, and 
George Bryan 



Sunday 

8:00-8:30 p.m. 
Rebroadcast 
10:30-11 :00 p.m. 
92 CBS stations 
originates: wabc 



Lipton's Tea and 
Tea Bags 

Young & Ruhicam, Inc. 



4 



(ENNEN COMPANY 

mh Week on CBS) 

Colonel Stoopnagle's 
Quixie-Doodles 

Comedy and quiz 



Sunday 

5:30-6:00 p.m. 
45 CBS stations 

ORIGINATES : WABC 



Mennen Shave Products 
H. M. Kiesewetter \ 
Advertising Agency, InCi 



|V(M. 



ENN TOBACCO COMPANY 

%th Week on CBS) 

Vox Pop 

Parks and Wally 

Interviews 



Thursday 



7:30-8:00 p.m. 
50 CBS stations 

ORIGINATES: ON TOUR 



Kentucky Club Pipe 
Tobacco 

Ruthrauff & Ryan, Inc. 



1\et milk sales corporation 

i72nd Week on CBS) 

Saturday Night Serenade 

Mary Eastman, soprano ; Bill Perry, 
tenor ; Bob Trout, Gustave Haen- 
schen's Orchestra and Chorus 



Saturday 
9:45-10:15 p.m. 
55 CBS stations 

ORIGINATES : WABC 



Pet Evaporated Milk 
Gardner Advertising 
Company 



10 




11 



PET MILK SALES CORPORATION 

Continued 

Mary Lee Taylor 

home economist 
Household advice 



Tues. and Thurs. 
11:00-11 :15 a.m. 

Rebroadcast 
1:45-2:00 p.m. 
66 CBS stations 
originates: kmox 



PHILIP MORRIS & COMPANY, LTD. 

(230th Week on CBS) 

Johnny Presents 

Ray Block's Orchestra 

Dramatized "Perfect Crime," Floyd 

Sherman, Roger Kinney, Audrey 

Marsh. "Beverly," Glenn Cross, 

Swing 14 Chorus 

Musical variety and dramatic interlude 

The Crime Doctor 

Dramatic programs 



Friday 

9:00-9:30 p.m. 
Rebroadcast 
11:30-12:00 p.m. 
78 CBS stations 

ORIGINATES: WABC 



Sunday 

8:30-8:55 p.m. 
Rebroadcast 
11:00-11 :25 p.m. 
69 CBS stations 

ORIGINATES : WABC 



THE PROCTER & GAMBLE CO. 

(323rd Week on CBS) 

Those We Love 

with Nan Grey, Donald Woods, 

Richard Cromwell 

Drama 

The Goldbergs 

Serial drama 



The O'Neills 

Serial drama 



Life Can Be Beautiful 

Serial drama 



Woman in White 

Serial drama 



Monday 
8:00-8:30 p.m. 
Rebroadcast 
12:00-12 :30 a.m. 
69 CBS stations 

ORIGINATES: KNX 



Mon. thru Fri. 
5:00-5:15 p.m. 
Rebroadcast 
11:30-11:45 a.m. 
24 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
5:15-5:30 p.m. 
17 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
1:00-1 :15 p.m. 
37 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
1:15-1:30 p.m. 
31 CBS stations 

ORIGINATES: WBBM 



Pet Evaporated Milk 
Gardner Advertising 
Company 



Philip Morris Cigaretti 
The Bioiv Company, I 



Ri? 

Roa 

km 




'BIDE 



ITie 



I U.RE 
V. IPA' 



Teel j 
Drene 

H. W. Kastor & Sons 



Oxydol 

Blackett-Sample- 
Hummert, Inc. 



Ivory Soap 

Compton Advertisin 
Inc. 

Ivory Soap 

Compton Advertisin 
Inc. 

Camay 

Pedlar & Ryan, Inc 



.41 Pe 

Kitll 
krli 



ill I 



HE PROCTER & GAMBLE CO. 

ntinued 

Right to Happiness 

Serial drama 



Road of Life 

Serial drama 



Mon. thru Fri. 
1 :30-l :45 p.m. 
40 CBS stations 
17 CBC stations 

ORIGINATES: WBBM 

Mon. thru Fri. 
1:45-2:00 p.m. 
26 CBS stations 

ORIGINATES: WBBM 



Crisco 

Compton Advertising, 
Inc. 



Chipso 

Pedlar & Ryan, Inc. 



RUDENTIAL INSURANCE COMPANY 
F AMERICA 

4tli Week on CBS) 



When a Girl Marries 

Serial drama 



Mon. thru Fri. 
12:15-12:30 p.m. 
51 CBS stations 

ORIGINATES: WABC 



Insurance Services 

Benton & Bowles, Inc. 



■Son 



J. REYNOLDS TOBACCO 
DMPANY 

00th Week on CBS) 
Blondie 

with Penny Singleton and 
Arthur Lake 

Domestic coniedy 



Monday 
7:30-8:00 p.m. 
Rebroadcast 
10:30-11:00 p.m. 
59 CBS stations 

ORIGINATES: KNX 



terliJil 



Al Pearce and His Gang 

with Margaret Brayton, Artie 
Auerbach, Arthur Q. Bryan, 
Carl Hoff and His Orchestra, 
and guests 
Variety 



Friday 

7:30-8:00 p.m. 
Rebroadcast 
10:30^1 1:00 p.m. 
82 CBS stations 
originates: knx 



PEARMINT GUM 

H5th Week on CBS) 



Seattergood Baines 

Serial drama 



Mon. thru Fri. 
5:45-6:00 p.m. 
78 CBS stations 
originates: wbbm 



Kin. 



Inc. 



R. SQUIBB & SONS 

i6th Week on CBS) 

Golden Treasury of Song 

with Jan Peerce 

Musical 



Mon. thru Fri. 
3:15-3:30 p.m. 
42 CBS stations 
originates: wabc 



Camel Cigarettes 

Prince Albert Smoking 

Tobacco 

William Esty & 
Company, Inc. 



4 



Spearmint Gum 

Neisser Meyerfwff, Inc. 



J 



Squibb Products 
Geyer, Cornell & 
Newell, Inc. 



12 



COLUMBIA 
PACIFIC 
NETWORK 




TEXAS COMPANY 

(188th Week on CBS) 

Texaco Star Theatre 

starring Fred Allen, with Kenny 
Baker, Portland Hoffa, Al Goodman's 
Orchestra, "Mighty Allen Art 
Players", Martin Singers 
Variety 



Wednesday 
9:00-10:00 p.m. 

Rebroadcast 
12:00-1 :00 a.m. 
87 CBS stations 
originates: wabc 



Texaco Products 
Buchanan & Co. 




U. S. TOBACCO COMPANY 

(292nd Week on CBS) 

Pipe Smoking Time 

with Arthur Fields, Fred Hall, 
and Edward Roecker 



Monday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11 :55 p.m. 
55 CBS stations 
originates: wabc 



Dill's Best 
Model Smoking Tobacci 
Arthur Kudner. Inc. 



BATHASWEET CORPORATION 

(65th Week on CBS) 

Bob Garred Reporting 

News 




Tues., Thurs. 
7:30-7:45 a.m. pst 
originates: knx 



Bathasweet Products 
H. M. Kiesewetter 
Advertising Agency 



COLONIAL DAMES, INC. 

(56th Week on CBS) 

"Find the Woman" 
with Knox Manning 



Friday 

9:55-10:00 p.m. pst 

ORIGINATES: KNX 



Cosmetics 

Glasser Advertising y 
Agency \ 



PUM 
fflOtt 



GENERAL FOODS CORPORATION 

(293rd Week on CBS) 

Second Wife 

Dramatic Serial 



Mon. thru Fri. 
4:00-4:15 p.m. PST 
originates: knx 



Postum 

Young & Rubicam, 1 



P. LORILLARD COMPANY 

(240th Week on CBS) 

Talk Your Way Out of This One 



Don't Be Personal 



Friday 

6:00-6:15 p.m. pst 

ORIGINATES: KNX 



Sensation Cigarettes 
Lennen & Mitchell, 



Wednesday 
6:00-6:15 p.m. pst 

ORIGINATES: KNX 



m 



LOS ANGELES SOAP COMPANY 

(66th Week on CBS) 



Mon. thru Fri. 
2:30-2:45 p.m. pst 

ORIGINATES: KNX 



Knox Manning 



White King Soap 
Sierra Pine Soap 
Knox-Manning, In 



News 



111 

'ill 

I 



13 



HE MENNEN COMPANY 
90th Week on CBS) 

Bob Garred Reporting 

News 



rlmn. 



UDEN'S, INC. 

S4th Week on CBS) 

Elmer Davis 

News 




i 



Tues., Fri. 
5:55-6:00 p.m. pst 
originates: wabc 



Menthol Cough Drops 
/. M. Mat/ies. Inc. 



Mon.,Wed., Fri. 
i 7:30-7:45 a.m. PST 

ORIGINATES: K^X 



Mennen Shaving Cream 
H. M. Kiesewetter 
Advertising Agency 



ETER PAUL, INC. 

25th Week on CBS) 

Bob Garred Reporting 

News 



Men., Wed., Fri. 
5:45-5:55 p.m. pst 

ORIGINATES: KNX 



Mounds Candy 
Ten Crown Gum 

Brisacher, Davis 

& Staff 



►LANTERS NUT AND 
HOCOLATE COMPANY 
I3th Week on CBS) 

What's On Your Mind: 



Thursday 

7:15-7:45 p.m. pst 
originates: knx 



Planters Salted Peanuts 
Planters Peanut Oil 

Raymond R. Morgan Co 



MITH BROTHERS 

52nd Week on CBS) 

Knox Manning 

News 



Sunday 

8:25-8:30 p.m. pst 
Men., Tues., Thurs. 
9:30-9:35 p.m. pst 
originates: knx 



Cough Drops 
/. D. Tarcher & 
Company 



3REAKFAST CLUB COFFEE, INC. 

(Beginning January 7) 

Voice of Friendship 

with Rita Murray 



Tues., Thurs. 
7:45-8:00 a.m. 
originates: knx 



Breakfast Club Coffee 
Lockwood-Shackleford 
Advertising Agency 



4MERICAN CHICLE COMPANY 

U8th Week on CBS) 

Announcements 



Mon. thru Sat. 
8:00-8:01:30 a.m. 



Chiclets and Dentyne 
Badger, Browning & 
Hersey, Inc. 



BARBASOL COMPANY 

(14th Week on WABC) 

Sports News 
with Mel Allen 



Tues., Thurs. 
6:00-6:05 p.m. 
Saturday 
5:55-6:00 p.m. 



Barbasol Shaving Cream 
Em in, Waser & Co.,Inc. 



BATHASWEET CORPORATION 
(8th Week on WABC) 

Ted Steele and his Novachord 



Tuesday 
6:15-6:30 p.m. 



"Bathasweet" Toilet Goods 
H. M. Kiesewetter 
Advertising Agency , Inc. 



COLUMBIA 

PACIFIC 

NETWORK 

(iiiitiiiiicd 



WABC 

SPONSORED 
PROGRAMS 



14 



WABC 
SPONSORED 
PROGRAMS 

C.ontinut'd 



BOSCO, INC. 

(45th Week on WABC) 

News of the World 

with Elmer Davis, Major George 
Fielding Eliot, and Albert Warner 



Tues., Thurs. 
10:45-11:00 p.m. 



"Bosco" Milk Amplifier 
Kenyan & Eckhardt,t. 



BULOVA WATCH COMPANY 

(593rd Week on WABC) 

Time Signals 



Sun. thru Sat. 
10 Times Daily 



Bulova Watches 

The Biow Company 



CHILDS COMPANY 

/ T T . I TVT 7 TV/ 4 r>/~' 1 

(11th Week on WABC) 

Morning Almanac 

with Phil Cook 


Mon., Wed., Fri. 
7:30-7:45 a.m. 


Childs Restaurants 
Geyer, Cornell & 
Newell, Inc. 


DREZMA, INC. 

(9th Week on WABC) 

Lessons in Loveliness 

with Nell Vinick 


Tues., Thurs., Sat. 
8:25-8:30 a.m. 
Tues. and Thurs. 
11:00-11 :15 a.m. 


Urezma Losmetics 
Lynn Baker Company 


FEDERAL SAVINGS & LOAN 
ASSOCIATION 

The March Through Life 


Monday 

10:30-10:45 p.m. 


Savings Accounts and 
Home Loans 

Heffelfinger Agency 


GROVE LABORATORIES, INC. Mon., Wed., Fri. 
(14th Week on WABC) 8:25-8:30 a.m. 

Odd Side of the News "ttU^ 


Bromo Quinine ColdTab 
/. Walter Thompson 
Company 


KRUG BAKING COMPANY 

(54th Week on WABC) 

Woman's Page of the Air 

with Adelaide Hawley 


Friday 

8:45-9:00 a.m. 


Bakery Products 
and Coffee 

Elmer L. Cline 


LUDEN'S, INC.* 

(13th Week on WABC) 

News of the World iff^ 

with Elmer Davis, Major George 
Fielding Eliot, and Albert Warner 


Mon., Wed. 
10:45-11 :00 p.m. 


Luden's Menthol 
Cough Drops 

/. M. Mathes, Inc. 




* In addition to number of iveeks in which the client has used CBS Network facilities. 



mm] 









lELVILLE SHOE COMPANY 

11th Week on WABC) 

Early Morning News 


Mon. thru Sat. 
7:45-8:00 a.m. 


Thorn McAn Shoes 
Neff-Rogotv, Inc. 

1 


)R. MILES LABORATORIES, INC. 

4th Week on WABC) 

Afternoon News 


Mon. thru Fri. 
3:55-4:00 p.m. 
Saturday 
3:30-3:35 p.m. 


Alka-Seltzer and 
One-A-Day Vitamins 

Wade Advertising 

Agency 411 


:. F. MUELLER COMPANY 
Morning News 


Mon. thru Fri. 
9:00-9:15 a.m. 


Mueller's Macaroni 
Products 

Kenyon & Eckhardt, Inc. 


NEW YORK STATE BUREAU OF 
MILK PUBLICITY 

'16th Week on WABC) 

Woman's Page of the Air 

with Adelaide Hawley 


Tuesday 
8:45-9:00 a.m. 


Milk Publicity 

/. M. Mathes, Inc. 


PETER PAUL COMPANY* 

{43rd Week on WABC) 


Mon., Wed., Fri. 
6:30-6:35 a.m. 


Mounds 

Platt-Forbes, Inc. 



WABC 

SPONSORED 
PROGRAMS 

(Moulin lu-tl 



Early Riser's News 



SMITH BROTHERS Tues., Thurs., Sat. "S. B." Cough Drops and 

7:30-7:45 a.m. Cough Syrup 



Morning Almanac 

with Phil Cook 



/. D. Tarcher & Co., Inc. 



VICK CHEMICAL COMPANY Mon., Wed., Fri. Vick's Menthol 




CBS SlISTliniG PROGRAMS 



are chosen because they are timely, exciting, and balanced. These 
three standards of selection produce a diverse, flexible program 
schedule, carefully designed to win and retain the interest of mil- 
lions of listeners. To maintain its flexibility— to continue to present 
the most highly contemporary and most stimulating sustaining pro- 
grams on the air— Columbia finds it necessary in the course of the 
month to alter some details in the following schedule. These day- 
to-day and even hour-to-hour changes are reported, when possible, 
in local newspaper radio listings. 

For your convenience, the Columbia sustaining programs listed 
on the following pages are grouped in these eleven classifications: 



1. NEWS BROADCASTS Page 18 

2. PUBLIC AFFAIRS Page 19 

3. SPECIAL EVENTS . Page 20 

4. DRAMATIC SERIES Page 20 

5. RELIGIOUS BROADCASTS Page 21 

6. SERIOUS MUSIC Page 22 

7. EDUCATIONAL PROGRAMS Page 23 

8. VARIETY PROGRAMS Page 26 

9. PERSONALITIES Page 26 

10. CHILDREN'S PROGRAMS Page 27 

IL LIGHT MUSIC Page 27 

CBS SHORT WAVE BROADCASTS Page 28 

ADDENDA: December programs Page 29 





NEWS 

BROADCASTS 



Jews Summaries, Analyses 
nd Broadcasts from Europe 



Columbia's staff of air reporters in European 
capitals, in New York, and in Washington cover 
the second world war according to a regular 
pattern of summaries, analyses, and news 



CHEDULED PERIODS 



lONDAY THRU SUNDAY 



broadcasts from Europe. In addition to this 
daily schedule, CBS is prepared at any time to 
bring its audience immediate reports of signifi- 
cant unexpected events. The schedule is sup- 
plemented and sharpened by frequent addresses 
by public figures, historians, and political or 
military experts. The schedule : 

News Broadcasts: Edward R. Murrow, Larry 
Leseur from London; Harry W. Flannery 
from Berlin; Cecil Brown from Rome; Leigh 
White from Budapest; Betty Wason from 
Athens; Winston Burdette from Belgrade; 
Farnsworth Fowle from Ankara; Herbert 
Clark from Buenos Aires; W. R. Wills from 
Tokyo ; Elmer Davis, Bob Trout, Linton Wells, 
Major G. E Eliot, Eric Sevareid, William L. 
Shirer, Spencer Williams, Paul Sullivan from 
New York; Albert Warner from Washington: i 
8:00-8:15 a.m., Monday thru Saturday; 
6:45-7:00 p.m., MONDAY thru saturd.ay; 
9:00-9:15 a.m., 7:00-7:30 p.m., Sunday, 
10:45-11:00 p.m., Monday thru Saturday. 

News Summaries: 6:30, 9:00 a.m., 3:55 p.m., 
12:00 midnight, 12:55 a.m., Monday thru 

FRIDAY; 6:00 p.m., TUESDAY AND THURSDAY; 

6:30,9:00, 11:00 a.m., 3:55, 6:00 p.m., 12:00 
midnight, 1:55 a.m., SATURDAY; 8:00, 11:00 
a.m., 2:30 p.m. 12:55 a.m., SUNDAY. 

News Analyses: Elmer Davis, 8:55-9:00 p.m., 
SATURDAY, SUNDAY; Albert Warner, 6:05-6:15 
p.m., S.\TURDAY ; Elmer Davis, 6:30-6 :45 p.m., 
SATURDAY: Paul Sullivan, 6:30-6:45 p.m., 
FRIDAY. 



Warner describes the Washington scene, and 
Bob Trout analyzes the week's news generally. 



Headlines and Bylines 

11:00-11 :15 p.m. 



In this new Sunday evening period of news 
analysis, Major George Fielding Eliot stresses 
the military aspects of war in Europe, Albert i 



EACH SUNDAY 





NEWS 
BROADCASTS 



News from 
All the Americas 

2:00-2:15 p.m. 
SATURDAY, JANUARY 4 

4:45-5:00 p.m. 

EACH SATURDAY 




With the expansion of Columbia's "American 
School of the Air" to South and Central Amer- 
ica and the formation of a Latin-American 
Network, CBS takes another step toward inter- 
American unity and friendship in this new J 
series of news roundups from the important] 
Latin American capitals. 



PUBLIC 
AFFAIRS 



Report to the Nation 

6:00-6:30 p.m. 

EACH SATURDAY 



This informal, factual series brings the Amer- j 
ican people a report each week on the inside 
workings of their government. Each program] 
describes the government's operation in han- 
dling a problem or event rich with public j 
interest. The series originates in Washington! 
and is producted by Brewster Morgan. 



Inauguration of 
The President 

MONDAY, JANUARY 20 



CBS reporters bring an immediate description 
of the third inauguration of Franklin D. Roose- 
velt as President of the United States. Albert 
Warner and Elmer Davis are the leaders of a 
large staff of reporters who give a vivid 
account of the historical ceremony. 



New Congress 
4:00-5:00 p.m. 

SATURDAY, JANUARY 4 



Albert Warner conducts this hour-long broad- 
cast of interviews with new members of Con- 
gress, which convenes once more on January 
4. Warner quizzes the newly-elected Senators 
and Representatives on their stand on current 
problems and on the directions they expect 
Congressional legislation this year. 



,1 ui 

HI 



John R. Steelman 

5:30-5:45 p.m. 

WEDNESDAY, JANUARY 1 



John R. Steelman, director of conciliation. 
United States Department of Labor, speaks on 
"Methods and Objectives of Conciliation Con- 
ferences in the Promotion of Industrial Peace." 
His talk, which originates at the studios of 
WJSV, Washington, is under the auspices of 
the National Association ofTeachers of Speech, 
who are currently holding their annual con-i 
vention in Washington. 



\mei- 



Lcpresentative Wadsworth 
:00-2:30 p.m. 

VTURDAY, JANUARY 18 



)?ran 
ihaD 
wblii 



ialion, 
laksoii 



ecurities Markets 
3:15-10:30 p.m. 
ITURDAY, JANUARY 4 



Jerome Frank, chairman of the S.E.C., Ken- 
neth Hogate, publisher of the Wall Street Jour- 
nal, and E. A. Pierce of a prominent stock 
exchange firm join in a discussion of govern- 
ment regulation of the securities markets. 



Representative James W. Wadsworth, Jr., 
speaks on "A Challenge to Courageous Citi- 
zenship," from a luncheon of the Women's 
National Republican Club. 



alks 

0:15-10:30 p.m. 

ACH WEDNESDAY AND SATURDAY 

0:00-10:15 p.m. 

ACH FRIDAY 



ports-Time 

1:00-11 :15 p.m. 

lONDAY THROUGH SATURDAY 



lolumbia Workshop 

0:30-11:00 p.m. 

ACH SUNDAY 




ices (I^Honest Abe" 

):30-10:00 a.m. 
=:ACH SATURDAY 



Columbia has set aside three broadcast periods 
a week for talks on public affairs and for spe- 
cial addresses. Included in the series are many 
prominent Senators and Representatives. 



"Sports-Time" presents news and features 
from every field of sport — from baseball to 
chess, football to yachting. Ted Husing, Mel 
Allen, and Warren Sweene)' are among the 
"Sports-Time" reporters. 



The Columbia Workshop remains the foremost 
program on the air devoted to experimental 
broadcasting. In its fourth year, the Workshop 
continues to present unusual dramas which 
employ the most recent broadcasting tech- 
niques. Davidson Taylor, who supervises pro- 
duction of the plays, announces that in Janu- 
ary opportunities are to be given to a number 
of young writers and directors who have never 
been represented on the Workshop before. 
First of these, on January 5, is "Love in Thirty 
Two Bars," with script and music by Perry 
Lalferty. 



This Saturday morning series dramatizes 
episodes in the early life of Abraham Lincoln. 
Written by E. P. Conkle, the series stars Ray 
Middleton, prominent young American bari- 
tone. 



PUBLIC 
AFFAIRS 



SPECIAL 
EVENTS 



DRAMATIC 
SERIES 



J 



20 




RELIGIOUS 
BROADCASTS 



1 

Church of the Air 

10:00-10:30 a.m. 
1:00-1:30 p.m. 

EACH SUNDAY 



RAM AND TIM 



Wings Over Jordan 
9:30-10:00 a.m. 

EACH SUNDAY 



)T11| 



The Church of the Air is presenting its eighth 
consecutive year of Sunday morning and after- 
noon religious broadcasts. In January: 

JANUARY 5: Morning: Rev. Allan Knight 
Chalmers, Broadway Tabernacle, New York 
City. 

Afternoon: Frederick M. Smith, president. Re 
organized Church of Jesus Christ of Latter Day 
Saints, Independence, Mo. 

JANUARY 12: Morning: Mr. John Randall 
Dunn, former First Reader, First Church of 
Christ Scientist, Boston. 

Afternoon: The Very Rev. Terence S. McDer 
mott, O.P., Provincial of St. Joseph's Province, 
1^ New York City. 

JANUARY 19: Morning: Rev. Henry G. Smith,' 
D.D., Calvary Baptist Church, Denver, Colo. 
Afternoon: Rabbi William H. Fineshriber, 
D.D., Reform Congregation Keneseth Israel, 
Philadelphia. 

JANUARY 26 : Morning: Rev. Dr. H. Ray Ander- 

son, Fourth Presbyterian Church, Chicago. 
Afternoon: The Very Rev. Msgr. Edward A. 
Freking, Editor, Catholic Telegraph-Register, 
Cincinnati. 



; PI 



This program of religious talks and spirituals 
is presented by outstanding Negro leaders and 
educators and a choir of thirty-five voices. 

JANUARY 5 : Judge Myles A. Paige, Brooklyn, 
N.Y 

JANUARY 12 : The Honorable John W. Bricker, 
Governor of Ohio. 

JANUARY 19: Dr. Harvard D. Gregg, president, 
Edwin Water College, Jacksonville, Fla. 

JANUARY 26: Rev. C. Leroy Hacher, Bethune 
Cookman College, Daytona Beach, Fla. 



Pfople' 



21 



ei?litl few York Philharmonic- 
afteAymphony Orchestra 

:00-4:30p.ni. 
Diol ACH SUNDAY 
Tori 



inda 
ret 

IcDi 
nine? 

Sniitl 
,Col( 
bribei 
Israel 



esisler 



folder:! 
a. 



J°0. 



Philharmonic Young 
'eople's Concert 

1:05 a.m.-12:15 p.m. 

ATL'RDAY, JANUARY 11 



lersan 
ice-. 



Genevieve Rowe 
):15-6:30 p.m. 
ACH WEDNESDAY 



illlU 



lyde Barrie 

>:15-9:30 a.m. 
:ACH SUNDAY 



The New York Philharmonic-Symphony 
Orchestra is in its eleventh consecutive year of 
broadcasting exclusively on CBS. John Barbi- 
rolli, brilliant young English conductor, is 
permanent director of the orchestra. Dimitri 
Mitropoulos is guest conductor of the first two 
concerts in January. Deems Taylor is again 
intermission commentator. From Carnegie 
Hall in January: 

JANUARY 5: Castelnuovo-Tedesco : Overture, 
"The Merchant of Venice;" Reger: Four Tone 
Poems after Pictures by Arnold Boecklin: 
Liszt: Concerto in E-flat Major, for Piano and 
Orchestra, No. 1, DALIES FRANTZ, pianist; 
Ravel: Rhapsodie Espagnole. 

JANUARY' 12: Beethoven: Overture to ''Leo- 
nore," No. 2: Schumann : Symphony in C 
Major, No. 2; Roussel: Symphony in G Minor, 
No. 2. 

JANUARY 19: To Be Announced. 
JANUARY 26: To Be Announced. 



The Philharmonic-Symphony Orchestra of 
New York presents one concert a month espe- 
cially designed for young people. Rudolph 
Ganz conducts, and the January 11 program is 
devoted to the concerto. Scheduled on the 
broadcast are concerti by Handel, Mozart. 
Mendelssohn, and Grieg, as well as "Where 
e'er you walk" and Saint-Saens' "Marche Mili- 
taire Francaise." Soloists include John Amans, 
flautist, Theodore Cella, harpist, David 
Nadien, violinist, and Valdine Conde, pianist. 



Each Wednesday evening Genevieve Rowe, 
CBS soprano, is accompanied by the Columbia 
Concert Orchestra in a program of songs and 
operatic selections. 



Clyde Barrie, distinguished Negro baritone, is 
heard over CBS each Sunday morning, with 
the Salon Orchestra conducted by Alexander 
Semmler. 



SERIOUS 
MUSIC 



SERIOUS 
MUSIC 



EDUCATIONAL 
PROGRAMS 



23 



Cincinnati Conservatory 
of Music 

11 :15 a.m.-12 noon 
SATURDAY, JANUARY 4, 18, 25 



Columbia Concert 
Orchestra 
5:15-5:45 p.m. 
MONDAY, TUESDAY, 
WEDNESDAY, AND FRIDAY 



Hall of Song 

9:45-10:15 p.m. 

EACH SATURDAY 



Yella Pessl 

VARIOUS HOURS 



Bull Session 

4:00-4:30 p.m. 

EACH SATURDAY 



Exploring Space 
3:45-3:55 p.m. 

EACH FRIDAY 




The Cincinnati Conservatory of Music is in its 
seventh season of Saturday morning broad 
casts on CBS. Alexander von Kreisler contin- 
ues to conduct the orchestra, and many of the 
broadcasts feature chamber music groups ant 
soloists. JANUARY 4 : Brahms : First Piano Quar 
tet in G Minor, karin day as, pianist ; howari 
COLF, violinist; mihail stolarevsky, violisti 
ARTHUR BO WEN, 'cellist; Brahms: Sonata for 
'Cello and Piano in E Minor, ARTHUR BOWEN 
'cellist; KARIN DAYAS, pianist. 



By- 



The winter schedule for the Columbia Concert 
Orchestra includes several half-hour broad- 
casts of symphonic music each week. The 
orchestra is directed Monday and Wednesday 
by Howard Barlow, Tuesday and Friday by 
Victor Bay. 



Genevieve Rowe and Charles Carlisle are 
heard in this new series of song. They are 
accompanied by the Columbia Concert Orches 
tra, conducted by Howard Barlow. 



Yella Pessl, one of the foremost performers on 
the harpsichord, is heard in four broadcasts a 
week principally of seventeenth and eighteenth 
century compositions. 



"Bull Session," Columbia's student forum oi 
current events, has returned to the air for 
new series. 



This series tells— in an interesting, dramati 
manner— the stories of the planets and coxi^ 
stellations. 



II 



Lmerican School of the Air 

: 15-9: 45 a.m. 
I Eastern Time Zone) 

:30-2:55 p.m. 
I Central Time Zone) 
):30-10:00 a.m. 
[Mountain Time Zone) 
!:00-2 :30 p.m. 
[Pacific Time Zone) 
ilONDAY THRU FRIDAY 



The American School of the Air, broadcast 
for the first time to the Latin American Repub- 
lics, is in its twelfth year of broadcasting on 
CBS. An estimated 8,000,000 students in the 
United States alone listen regularly to the 
series. 

MONDAYS — Americans at Work 
JANUARY 6: Nuts. 
JANUARY 13: Bananas. 
JANUARY 20 : Grain. 
JANUARY 27 : Sugar. 

TUESDAYS— Wellsprings of Music 
JANUARY 7 : British Ballads in America. 
JANUARY 14: The Composer Looks Abroad. 
JANUARY 21 : Voyageur Songs. 
JANUARY 28: French-Canadian Music. 

WEDNESDAYS — A^eiv Horizons. 
JANUARY 8 : Monument to the Might of Water. 
JANUARY 15: Stronghold of the Buccaneers. 
JANUARY 22 : River of Magnificent Mystery. 
JANUARY 29: Starving Time on the James. 

THURSDAYS— 7a/e5 from Far and Near 
JANUARY 9: Traplines North. 
JANUARY 16: Meggy Macintosh. 
JANUARY 23 : Aztec Drums. 
JANUARY 30: Rebecca of Sunnybrook Farm. 

FRIDAYS — This Living World 
JANUARY 10: Agriculture and the Young 
Farmer. 

JANUARY 17: Self Sufficiency versus Trade 

Expansion. 
JANUARY 24: America Trades Abroad. 
JANUARY 31 : Trade Agreements. 



EDUCATIONAL 
PROGRAMS 



Ldventures in Science 
:45-3:55 p.m. 

ICR THURSDAY 



Watson Davis interviews prominent scientists 
on these CBS programs, planned in conjunc- 
tion with Science Service, Inc. 



>f Men and Books 
11:00-1 :15 p.m. 
'I EACH SATURDAY 



Professor John T. Frederick of the Medill 
School of Journalism, Northwestern L^niver- 
sity, and Dr. Bergen Evans. Northwestern 
Department of English, discuss modern books 
and the world's greatest classics. 



EDUCATIONAL 
PROGRAMS 



CBS ADULT 
EDUCATION BOARD 




II 




"Invitation to Learning" and "The People' 
Platform" are presentations of the Departmen 
of Education, arranged with the counsel c 
Columbia's Adult Education Board. Member 
of the Board, representative of the nation' 
leading educators and publicists, are : 

LYMAN BRYSON, chairman spencer miller, jr. 



I 



STRINCFELLOW BARR 
WILLIAM BENTON 
HARRY WOODBURN CHASE 
ROBERT I. GANNON, S.J. 
ALVIN S. JOHNSON 
HENRY R. LUCE 



RUTH BRYAN ROHDE 
THOMAS V. SMITH 
CEORCE EDGAR VINCENT 
WILLIAM ALLEN WHITE 
RAY LYMAN WILBUR 
JOSEPH H. WILLITS 



Invitation to Learning 

10:15-10:45 p.m. 
EACH TUESDAY 



This new series invites listeners to read or re 
read the world's great books. On each program, 
outstanding scholars discuss famous books 
emphasizing their living quality. HuntingtonjI K 
Cairns, Allen Tate, and Mark Van Doren an 
the regular participants, and guests occasion' 
ally discuss the books with them. 



at m 
iJl id: 



ICHJK 

mi 



iFrieii' 



The People's Platform 
7:00-7:30 p.m. 

EACH SATURDAY 



Lyman Bryson entertains four Americans i 
dinner and draws them into an extempora- 
neous discussion of current problems and 
informal exchange of ideas. 



Children Also Are People 
3:45-3 :55 p.m. 

EACH MONDAY AND WEDNESDAY 



CBS presents a new series of broadcasts by 
child experts and celebrities to show parents 
that children are people, too. 



I 



Columhia's Country Journal 

12:00-12:30 p.m. 
EACH SATURDAY 



Charles Stookey, Columbia's director of agri 
cultural programs, presents a weekly round 
up of farm news and interviews distinguishe( 
agricultural authorities and leaders. 



Highways to Health 

1:15-1 :30 p.m. 

EACH SATURDAY 



25 



Dr. lago Galdston of the New York Acadera 
of Medicine arranges these instructive talk 
for laymen. 



PeopI, 
'artm 
insel 
Ieml» 
natiw 



ronai 



ack Where I Come From 
ifal0:30-10 :45 p.m. 



;casioi 



lean; 



a-t- 



ofa?i 



VARIETY 



low Gently Sweet Rhythm 
35-3:00 p.m. 

tCH SUNDAY 



Singing Bee" 
):00-10 :30 a.m. 

ICH SATURDAY 



A.CH MONDAY, 
EDNESDAY AND FRIDAY 



Friend in Deed 
30-3:45 p.m. 

[ONDAY THRU FRIDAY 



lajor Bowes' Family 

1:30-12:30 p.m. 

ACH SUNDAY 



i)utdoors with Bob Edge 



15-6:30 p.m. 

ACH THURSDAY 



m 



The Old Dirt-Dobber 

;|L0:30-11 a.m. 
lACH SATURDAY 



Maxine Sullivan, famous for her swing version 
of "Loch Lomond" and other ballads, joins 
John Kirby's six-piece band in this new series 
of jazz chamber music. The Golden Gate Quar- 
tet sinfis iNegro spirituals, and Canada Lee 
serves as MC. 



Another new CBS Saturday morning feature 
is the "Singing Bee," conducted by Welcome 
Lewis, diminutive contralto and one of radio's 
most unusual soloists. Contestants are selected 
from the studio audience and get cash awards 
for being able to identify a song and then 
singing, humming, or whistling it. 



Burl Ives and the Golden Gate Quartet are 
featured in this program of American folk 
music and folk humor, directed by Nicholas 
Ray. 



Richard Maxwell presents a new program, 
based on the vital idea of friendship, each 
week-day afternoon. 



Major Bowes' family— the Dalton Brothers, 
Nicholas Cosentino, Charles Magante, Sam 
Herman, and Waldo Mayo's orchestra — pre- 
sent a spirited musical program each Sunday. 



Bob Edge, CBS hunting and fishing expert, 
recounts anecdotes and furnishes useful infor- 
mation to sporting enthusiasts. 



Tom Williams, horticultural expert of WLAC 
in Nashville, "the old dirt-dobber," answers 
queries about trees, plants, birds, and insects 
on this unusual new Saturday morning feature. 



PERSONALITIES 



26 



CHILDREN'S 
PROGRAMS 



LIGHT MUSIC 



Let's Pretend 

12:30-1:00 p.m. 

EACH SATURDAY 




This series, which dramatizes the worldl 
greatest fairy tales, has won more awards tha 
any other children's program. Directed bj 
Nila Mack and presented by a cast of chil^ 
actors, "Let's Pretend" has already in 194 
won the Radio Daily Award as the best chil 
dren's program on the air, the Scripps-Howard 
nationwide poll of radio editors, and thq 
Women's National Radio Committee Aware 



"March of Games" 
1:30-2 :00 p.m. 

EACH SUNDAY 



Children who like asking questions and thoa 
who like answering get a chance on this quS 
program originated by Natalie Purvin Pragei| 
Nila Mack directing. Arthur Ross is MC ; Syhi 
Trent, 12, is "Miss Drum Major." 



IROA 
loEl 



lews I 

ki 

:20-l: 
tltal 



CBS Vocalists 

VARIOUS HOURS 
MONDAY THRU SATURDAY 



The Columbia Network schedule of vocal proj 
grams includes many young singers of popi 
lar songs in many styles and interpretations, 
Among the current vocalists are : 

Burl Ives Jack Leonard 

Genevieve Rowe 



Golden Gate Quartet, 

Four Clubmen, Symphonettes 

VARIOUS HOURS 



lew in 



These harmony groups are featured on the 
Columbia Network through the week. Each 
group has a distinctive vocal style and is a 
CBS favorite. 



ouin 

mi 

m 

mil 



Dance Orchestra 

VARIOUS HOURS 
MONDAY THRU SUNDAY 



America's leading dance bands provide a fuU 
schedule of current hits and old favorites tc 
Columbia listeners each evening. These toy (met 
ranking bands are scheduled for January : 



Bill Carlsen 
Eddie Duchin 
George Hamilton 
Everett Hoagland 
Sammy Kaye 



Joey Kearns 
Clyde Lucas 
Jose Morand 
Dick Stabile 
Jack Teagarden 



27 



»iin 



(illur, 



iiii 



BS SHORT WAVE 
ROADCAST SCHEDULE 
O EUROPE AND 
DUTH AMERICA 

siclii 
lowai 

ew8 Broadcasts 

n English) 
"T|):15-10:30, 11:30-11:45 a.m. 
30-1:45, 5:45-6:00, 
30-6:45 p.m. 
ONDAY THRU FRIDAY 
n Italian, German, French, 
lish) 

1 :00 noon-lp.m., 4 :30-5 :30 p.m. 

ONDAY THRU SUNDAY 



L Eai 
ind i> 



Columbia's schedule of programs to Europe 
and South America, over short wave stations 
WCBX (New York) and WCAB (Philadelphia), 
consists of programs designed exclusively for 
European and South American listeners and 
programs heard regularly over the network. 



Columbia transmits daily news programs to 
Europe in English, as well as in French, Ger- 
man, Italian and Polish. Sources for the news 
broadcasts are similar to those available to the 
network's regular reporters and analysts. A 
feature of the summaries is a review of New 
York Stock Exchange noon and closing prices. 



oUywood News 
ONDAY, 2:45-3:00 p.m. 
lURSDAY, 7:45-8:00 p.m. 
ONDAY, 7:45-8:00 p.m. 



In collaboration with Will Hays' office, Colum- 
bia presents news of Hollywood once each 
week in English, Portuguese, and Spanish re- 
spectively. 



ews in Spanish 
):00-10:05 p.m. 

ONDAY THRU SUNDAY 

:45-7:00 p.m. 

JNDAY THRU FRIDAY 

:00-7:15 p.m., sat. ( WCBX) 
1 :30-12 :45 p.m., 2 :30-2 :45 p.m. 
:45-6:00 p.m. 

ONDAY THRU FRIDAY (WCAB) 



World-wide news events are broadcast Mon- 
day through Friday by Alberto Zalamea, well- 
known journalist and native of Colombia, 
Saturday and Sunday by Americo Lugo- 
Romero (both of WCBX), Monday through 
Friday by Adriano A. Rubio (WCAB). 



Jews in Portuguese 

15-7:30 p.m. 

[ONDAY THRU FRIDAY 



Luis Correa, native Brazilian journalist, re- 
ports the news each week-day in Portuguese 
for Columbia's audience in Brazil. 



iarmen Castelo's American 
ravelogues in Spanish 

IRST WEDNESDAY OF EACH 

(ONTH, 8-8:15 p.m. 



irdeii 



Carmen Castelo takes her audience touring on 
a series of "dial trips" to interesting spots in 
the United States. 



Cultural News in Spanish 
RIDAY, 9:00-9:15 p.m. 



Americo Lugo-Romero is heard each Wednes- 
day in a quarter-hour digest of cultural news 
of special interest to South American listeners. 



armen Castelo's Broadway 
olumn in Spanish 

^IDAY, 7:30-7:45 p.m. 



The latest news of the theater, motion pictures, 
fashions and personalities of Broadway is re- 
ported in Spanish by Carmen Castelo. 



SPECIAL CBS 
BROADCASTS 
TO EUROPE 



SPECIAL CBS 
BROADCASTS 
TO SOUTH 
AMERICA 




ADDGIDA: 



DECEMBER PROGRAMS 



Columbia's Special Feature broadcasts are arranged on a week to' 
week, sometimes day to day, and even, on occasion, hour to hour 
basis. One result of this flexibility and timeliness is the following 
partial list of December programs which were arranged too late fori 
inclusion in the last month's issue of the Columbia program book 



CHRISTMAS PROGRAMS 

DECEMBER 22 : Her Royal Highness. Prin- 
cess Mary, sister of King George VI, was 
heard in a special trans-Atlantic broadcast 
arranged under the auspices of the Girl 
Scouts of America. The Princess Royal, 
president of the Girl Guides of Great Britain, 
heard Betty Bredon of the Girl Scouts tell of 
gifts they presented to the Girl Guides. 
10:45-11 a.m. 

DECEMBER 23: Spiritual leaders of the 
great faiths in the United States joined in a 
program called "Among Men of Good Will." 
arranged under auspices of the National 
Conference of Christians and Jews. The 
speakers were the Right Rev. James E. Free- 
man. D.D.. Episcopal Bishop of Washington, 
the Rev. Dr. Maurice S. Sheehy of the 
Catholic University of America, and Rabbi 
Edward L. Israel, Ll.D., of the Congregation 
Har Sinai, Baltimore. 5:30-5:45 p.m. 

DECEMBER 24: President Roosevelt's Yule- 
tide greetings to the nation were broadcast 
over CBS from the 18th annual community 
Christmas tree-lighting ceremonies in Wash- 
ington, 5-5:30 p.m. 

DECEMBER 24: Milo J. Warner, national 
commander of the American Legion, was 



heard over CBS in a Christmas message^] 
5:30-5:45 p.m. .-J 



Inier 



DECEMBER 24: Columbia broadcast a spe 
cial program, called "Christmas in the New 
World," with pickups from Buenos Airesd lltsan 
Montreal, Rio de Janeiro, and New Yorl), 
City, 11-11 :30 p.m. 



itfrCf 



DECEMBER 25: King George VPs Christ 
mas message to his empire climaxed 
seventy-minute broadcast portraying"Chris1i 
mas Under Fire." Pickups from war-tori 
Coventry, from a flying boat on patrol, fror 
Palestine, and from Cairo were included o 
the broadcast. 8-9:10 a.m. 

DECEMBER 25 : CBS and the British Broa», 
casting Corporation joined in a cheerfij 
Yuletide "Boomerang" program. Olivi; 
Wakefield broadcast from England, as we 
as the Sid Phillips Quintet and Geraldc 
Orchestra, while Colonel Stoopnagle. Lam 
Ross, and Benny Goodman broadcast fro^ 
the United States. 3 :30-4 p.m. 

j 

DECEMBER 25: Eamon de Valera. Ann 
ican-born prime minister of Eire, extend 
Christmas greetings to the United States , 
a special CBS broadcast from Dublin. 5:3f 
5:45 p.m. 



liiB 
!(«> p 

EE 



■Jfi 



1 



nrXEMBER 25: Lum and Abner. familiar 
adio figures, were heard in a Christmas 
)roadcast from Hollywood. 10:15-10:30 
_ m- 

ell 

DECEMBER 25: CBS presented an original 
)lay by \^ illiam Saroyan. "Christmas in 
America," as part of Columbia s Christmas 
Caravan. Norman Corwin produced the play 
nd BetzyTuthill directed. 11 :05-ll :30 p.m. 



PUBLIC AFFAIRS 

DECEMBER 4: Senator Rush D. Holt. 
)emocrat of West Virginia, assailed w hat he 
ailed "America's \^ar Hawks" in a special 
BS broadcast. 10:15-10:30 p.m. 



iiasei 
iroli 



DECEMBER 7: Representative John Grant 
Uexander. Republican of Minnesota, spoke 
)ver CBS on "W hat Are We Fighting For?". 
0:15-10:30 p.m. 



DECEMBER 8: Ignace Paderew ski. eminent 
'olish pianist and statesman, spoke over 
BS on "Alien Registration." 2-2:15 p.m. 

DECEMBER 12: CBS broadcast a special 
lews program from Lisbon. Portugal. 
1:15-11:30 p.m. 



DECEMBER 13: Charles F. Kettering, vice 
)resident in charge of research for the Gen- 
Tal Motors Corporation, discussed "The 
"•"'^orld Ahead." a forecast of mankind's pro- 
•^^mress following the restoration of peace, 
'n rom the 45th Congress of American Indus- 
ry. 3:30-3:45 p.m. 

DECEMBER 13: William Knudsen. produc- 
ion coordinator of the National Defense 
"ommission. spoke on "Industry Meets the 
. edeni "hallenge of Defense."' from the annual 
Us linner of the National Association of Manu- 
liniiifacturers. 10-10:30 p.m. 



DECEMBER 1 I : James G. Blaine, banker 
and philanthropist, was heard over CBS in a 
plea for the Salvation Army's annual Christ- 
mas fund drive. 5:15-5:30 p.m. 

DECEMBER 14: Representative Clare E. 
Hoffman, Republican of Michigan, discussed 
his bill dealing with labor on defense pro- 
jects in a CBS address entitled "Democrac\' 
and the Defense Program. " 10:15-10:30 
p.m. 

DECEMBER 15: Abner H. Ferguson, new ly- 
appointed Administrator of the Federal 
Housing Authority, surveyed the Govern- 
ment's accomplishments and the work ahead 
in providing the nation w ith better housing. 
2-2:15 p.m. 

DECEMBER 16: William Green, beginning 
his 17th term as president of the American 
Federation of Labor, spoke on "Labor and 
Defense. Now and in 1941," 10:30-10:45 
p.m. 

DECEMBER 17: Fannie Hurst, the novelist, 
and Col. Theodore Roosevelt. Jr.. national 
chairman of the American Bureau for Med- 
ical Aid to China, spoke in behalf of that 
organization s work. 5:30-5:45 p.m. 

DECEMBER 19: Lewis W. Douglas, former 
L . S. Director of the Budget, spoke against 
appeasement in a special CBS broadcast. 
titled"No Con\enaiit with Tvramn. " 10:15- 
10:30p.m. 

DECEMBER 21 : Sir Walter Citrine, general 
secretary of the British Trades Lnion Con- 
gress, told the CBS audience of "Britain's 
Fight for Democracv."' 3:15-3:30 p.m. 

DECEMBER 21 : Malcolm Davis t)f the 
Carnegie Endowment for International 
Peace discussed children as \ ictims of war 
and new relief problems created by the pres- 
ent conflict, in a CBS address, 4:30^:45 
p.m. 



DECEMBER 21 : Attorney General Robert 
H. Jackson presented the official views of 
the Department of Justice on problems con- 
cerning alien registration in a CBS broad- 
cast, 10:15-10:30 p.m. 

DECEMBER 22: CBS broadcast a special 
summary of 1940, with pickups from Phila- 
delphia, Miami, and Washington, 2-2:30 
p.m. 

DECEMBER 23: Prime Minister Winston 
Churchill of Great Britain was heard in a 
liroadcast from London, addressed prin- 
cipally to the people of Italy, 3 3:15 p.m. 

DECEMBER 28: Herbert Agar, editor of the 
Louisville Courier- Journal, spoke in behalf 
of aid to Britain bv this country. 10:15- 
10:30p.m. 

DECEMBER 29 : "TweL e Crowded Months," 
a review of the important events of 1940, 
was broadcast over the Columbia Network. 
Among the correspondents participating 



were Edward R. Murrow, Eric Sevareid. 
Bob Trout, William L. Shirer, Linton Wells. 
Albert Warner, Major George Fielding Eliot. 
Mel Allen, and Elmer Davis, 1 :30 2 :30 p.m. 

DECEMBER 29: President Roosevelt called 
theLhiited States "the arsenal of democracy"" 
in a fireside chat on the present emergency 
9:30-10 p.m. 

SPECIAL EVENTS 

DECEMBER 3 AND 4: Columbia carried two 
special broadcasts from the International 
Livestock Exposition in Chicago, 8:30-8:45 
a.m. ;J 

DECEMBER 7: Ted Husing described the 
Rice-Southern Methodist football game for 
the Columbia audience, 3:15 p.m. 

DECEMBER 1 4 : John Charles Daly described 
the launching and christening of the Ihiited 
States Navy's newest aircraft carrier, the 
Hornet, 11 :1 5-11 : 30 a.m. 



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T \{ E C L U M H I A H II A D C A S T I N G SYS T K M 



Sales and adiiiinistrative offices: 4o5 Madison A\enue, ]\ew \ork • lo2 Treinont Street. Boston 
1622 Chestnut Street, Philadelphia • 410 North Michigan Avenue, Chicago • 902 Fisher Build- 
ing, Detroit • Mart Building, St. Louis • 625 Second Avenue, South Minneapolis • Wilder 
Building, Charlotte, North Carolina • 817 Earle Building. Washington • Columbia 
Square, Hollywood • Palace Hotel, San Francisco • 14 Langhani Place. W. 1. London 



CBS PROGRAM BOOK • FEBRUARYJ94I 




"HONEST ABE," a CBS dramatic series based on tlie life 
of Lincoln, is broadcast every Saturday (See Page 20). 





i liDUtrilll, Iflll 



",T!Cf!AL BROADCASTING COMPANYjNc 

GUNERAL LIBRARY 
J" HOCKEFELLER PLAZA, NEW YORK, N. Y. 



THE COLIIMBIil 
PROGRAM ROOK 

CBS SPONSORED PROGRAMS: pp. 3 to 13 
WABC SPONSORED PROGRAMS: pp. 14 to 16 
CBS SUSTAINING PROGRAMS: pp. 17 to 28 



Published monthly for advertising executives by 
THE COLUMBIA BROADCASTING SYSTEM 
485 Madison Avenue, New York City. N. Y. 



COLUMBIA 



OTWOIIR CLIEITS 



• AUTOMOTIVE 

CHRYSLER CORPORATION: 

Plymouth, Dodge, DeSoto, 

Chrysler motor cars Page 

FORD MOTOR COMPANY: 

Ford cars, trucks, tractors. Mercury, 
Lincoln Page 



7 



• CIGARETTES & TOBACCO 

AMERICAN TOBACCO COMPANY: 

Lucky Strike Cigarettes .... Page 3 
BROWN & WILLIAMSON TOBACCO CORP.: 
Raleigh Cigarettes Page 4 

LIGGETT & MYERS TOBACCO COMPANY: 

Chesterfield Cigarettes, 

Velvet Cigarette and Pipe Tobacco Page 9 

P. LORILLARD COMPANY: 

Old Gold Cigarettes Page 13 

PENN TOBACCO COMPANY: 

Kentucky Club Pipe Tobacco . . Page 10 

PHILIP MORRIS & COMPANY, LTD.: 

Philip Morris Cigarettes . . Pages 10, 11 

R. J. REYNOLDS TOBACCO COMPANY: 

Camel Cigarettes, 

Prince Albert Tobacco .... Page 12 

U. S. TOBACCO COMPANY: 

Dill's Best. Model Tobacco . . . Page 12 

• CONFECTIONERY 

DOUBLEMINT GUM: 

Doublemint Gur.i Page 6 

SPEARMINT GUM: 

Spearmint Gum Page 12 

• DRUGS & TOILET GOODS 

AFFILIATED PRODUCTS, INC.: 

Edna Wallace Hopper Cosmetics, 

Louis Philippe, Kolynos .... Page 3 

ANACIN COMPANY: 

Anacin Page 3 

ARMOUR SOAP WORKS: 

Luxor Toiletries Page 3 

BATHASWEET CORPORATION: 

Bathasweet Products Page 13 



BAYER COMPANY: 
Bayer Aspirin . 



Page 3 



CAMPANA SALES COMPANY: 

Campana Hand Cream, 
Italian Balm. Dreskin, Coolies. 
D.D.D., Old South Toiletries 



age 



CHESEBROUGH MANUFACTURING COMPANY 
Vaseline Preparations .... Page 5 

COLGATE-PALMOLIVE-PEET COMPANY : 

(See also Laundry Soaps) 
Colgate Dental Cream, 
Palmolive Shave Cream, 
Palmolive Brushless Shave, 
Palmolive Soap, 
Colgate Tooth Powder, 
Cashmere Bouquet, Halo . . . Pages 5, 6 



COLONIAL DAMES, INC. 
Cosmetics . . . . 



Page 131 



GILLETTE SAFETY RAZOR COMPANY : 
Gillette Shaving Cream, 
Safety Razors and Blades . . . Page 8 

LADY ESTHER LTD.: 
Face Powder, Face Cream, 
Rouge, Lipstick and Nail Polish . Page Sj 

LEVER BROTHERS COMPANY: 

(See also Foods; Laundry Soaps) 
Lux Toilet Soap, Lifebuoy . . . Page 9 

LOS ANGELES SOAP COMPANY: 
White King Soap, 
Sierra Pine Toilet Soap . 



Page 



13 



LUDEN S, INC.: 
Menthol Cough Drops 

MENNEN COMPANY: 
Mennen Shave Products 



. . Pagel^ 
Pages 10, 13 



THE PROCTER & GAMBLE COMPANY: 

(See also Laundry Soaps; Foods) 
Teel, Drene, Ivory, Camay . . . Page 111 

SMITH BROTHERS: 

Cough Drops Page 14 

E. R. SQUIBB & SONS: 

Squibb Products Page U 



FOODS & BEVERAGES 

THE BEST FOODS. INC.: 

Mucoa. Margarine. Hellman's 

Vlayonnaise Page 3 

jo\vey"s, inc.: 

Dari-Rich Products Page 4 

JREAKFAST CLUB COFFEE: 

"offee Page 14 

ALIFORNIA FRUIT GROWER'S EXCHANGE : 

5unkist Oranges, Lemons . . . Page 4 
AMPBELL SOUP COMPANY: 

^^ampbelFs Soups. 

5eans, and Tomato Juice .... Page 4 

^ranco-American Macaroni 

md Spaghetti Page 5 

:OCA-COLA COMPANY: 

oca-Cola Page 5 

CONTINENTAL BAKING COMPANY, INC.: 

bonder Bread Page 6 

URTISS CANDY COMPANY: 

]andy Page 6 

LORIDA CITRUS COMMISSION: 
•"lorida Citrus Fruit Page 7 

ENERAL FOODS CORPORATION: 

See also Laundry Soaps) 

}rape Nuts. Post Toasties. Sanka, 

>Iinute Tapioca, Postum, 

Diamond Crystal Salt, 

►laxvvell House Coffee. 

'ost's 40% Bran Flakes, 

'est Toasties. Calumet. 

wansdown Pages 7, 8 

'ostum Page 13 

ENERAL MILLS, INC.: 

^eaties Page 8 

RONIZED YEAST, INC.: 

ronized Yeast Page 8 

EVER BROTHERS COMPANY: 

>ee also Drugs; Laundry Soaps) 

pry Page 9 

HOMAS J. LIPTON, INC. : 



jpton"s Tea and Tea Bags 



Page 10 



ETER PAUL, INC. : 

lounds Page 14 

ET MILK SALES CORPORATION: 

'et Evaporated Milk Page 10 

LANTERS NUT & CHOCOLATE COMPANY': 

'lanters Salted Peanuts, 

'lanters Peanut Oil Page 14 

II time listed on the following pages is current 



THE PROCTER & GAMBLE COMPANY: 

(See also Toilet Goods; Laundry Soaps) 

Crisco Page 11 

• LAUNDRY SOAPS & ACCESSORIES 

COLGATE-PALMOLIVE-PEET COMPANY : 

(See also Toilet Goods) 

Concentrated Super Suds, Crystal White, 
Octagon Products Page 5 

THE CUDAHY PACKING COMPANY: 

Old Dutch Cleanser Page 6 

GENERAL FOODS CORPORATION: 

(See also Foods) 

La France, Satina Page 7 

LEVER BROTHERS COMPANY: 

(See also Drugs; Foods) 

Rinso Page 9 

THE PROCTER & GAMBLE COMPANY: 

(See also Toilet Goods; Foods) 

Ivory, Oxydol, Chipso .... Page 11 

• LUBRICANTS 

AMERICAN OIL COMPANY': 

Amoco-Gas, Orange American Gas Page 3 

GULF OIL CORPORATION: 

Motor Oil and Gas Page 8 

TEXAS COMPANY: 

Texaco Products Page 12 

• MISCELLANEOUS 

COMMERCIAL CREDIT COMPANY: 

Automobile Finance Service . . Page 6 
EVERSHARP, INC.: 

Eversharp Pens and Pencils . . Page 6 
INTERNATIONAL SILVER COMPANY: 
International Sterling and 
1847 Rogers Bros. Silverplate . . Page 8 

LIBBEY-OWENS-FORD GLASS COMPANY: 

Flat Glass Products Page 9 

NATIONAL LEAD COMPANY: 

Products Page 14 

PRl DENTIAL INSURANCE COMPANY 
OF AMERICA : 

Insurance Services Page 11 

ALEXANDER SMITH & SONS CARPET 
COMPANY: 

Carpets Page 13 

SOIL OFF MANUFACTURING CO.: 

Cleaning Fluid Page 14 

New York time unless otherwise indicated. 



CLIENT AND PROGRAM 



TIME 



PRODUCT AND AGEN 



AFFILIATED PRODUCTS, INC. 

(417th Week on CBS) 

The Romance of Helen Trent 

Serial drama 



Mon. thru Fri. 
12:30-12:45 p.m. 
43 CBS stations 

ORIGINATES : WBBM 



Edna Wallace Hopper 

Cosmetics 

Kolynos 

Blackett-Sample- 
Hummert, Inc. 



AMERICAN OIL COMPANY 

il32nd Week on CBS) 

The Human Side of the News 
by Edwin C. Hill 



Mon. thru Fri. 
6:05-6:15 p.m. 
48 CBS stations 

ORIGINATES: WABC 



Amoco-Gas 

Orange American Gas 

The Joseph Katz 

Company 



AMERICAN TOBACCO COMPANY 

(248th Week on CBS) 

Your Hit Parade 

Mark Warnow's Orchestra, 
Barry Wood, Bea Wain 
Hit Paraders Chorus 

Broadcast from military training 
camps featuring Jerry Lester, Dean 
Janis, Floria Vestoff, Gali Gali, and 
name band-of-the-week 



Saturday 
9:00-9:45 p.m. 
Rebroadcast 
12 mid.-12:45 a.m. 
106 CBS stations 

ORIGINATES: WABC 



Lucky Strike Cigarette 
Lord & Thomas 



ANACIN COMPANY 

(199th Week on CBS) 

Our Gal, Sunday 

Serial drama 



Mon. thru Fri. 
12:45-1:00 p.m. 
50 CBS stations 
originates: wabc 



Anacin 

Blackett-Sam pie- 
Hummert, Inc. 



ARMOUR SOAP WORKS 

( Beginning February 22 ) 

Wayne King and His Orchestra 

M usic 



Saturday 
7:30-8:00 p.m. 
35 CBS stations 

ORIGINATES: WBBM 



Luxor Toiletries 
Lord & Thomas 



BAYER COMPANY 

(279th Week on CBS) 

Second Husband 

with Helen Menken, presented 
by the Famous Actors' Guild 



Tuesday 
7:30-8:00 p.m. 
74 CBS stations 
originates: wabc 



Bayer Aspirin 
Blackett-Sam pie- 
Hummert, Inc. 



THE BEST FOODS, INC. 

(73rd Week on CBS) 

We the Abbotts 

Serial drama 



Mon. thru Fri. 
4:15-4:30 p.m. 
Rebroadcast 
7 .15-7 :30 p.m. 
57 CBS stations 
originates; wabc 



Nucoa, Margarine, 
Hellman's Mayonnais 
Benton & Bowles, > 



NT AND PROG 




IWEY'S, INC. 

(ith Week on CBS) 



News and Rhythm 

with Dale Evans, vocalist, Todd 
Hunter, news commentator, Tommy 
Bartlett. Dari-Rich Orchestra 



Sunday 

11:05-11:30 a.m 
Rebroadcast 
2:35-3:00 p.m. 
34 CBS stations 

ORIGINATES: WBBM 




Dari-Rich Products 
Sorensen & Company 



lOWN & WILUAMSON TOBACCO 
»RPORATION 

^3rd Week on CBS) 

Paul Sullivan Reviews 
the News 



Mon. thru Thurs. 
6:30-6:45 p.m. 
Rebroadcast 
1:00-1 :15 a.m. 
29 CBS stations 

ORIGINATES : WHAS 



Raleigh Cigarettes 

Batten, Barton, Durstine 
& Osborn, Inc. 



LIFORNIA FRUIT GROWERS 
CHANGE 

5/ Week on CBS) 

Sunkist Presents Hedda 
Hopper's Hollywood 



Mon., Wed., Fri. 
6:15-6:30 p.m. 
41 CBS stations 

ORIGINATES: KNX 



Sunkist Oranges 
Siuikist Lemons 
Lord & Thomas 



Mm 



MPANA SALES COMPANY 

6th Week on CBS) 

First Nighter 

with Barbara Luddy and 

Les Tremayne 

Drama 



Tuesday 
8:30-8:55 p.m. 
54 CBS stations 

ORIGINATES: WBBM 



Campana Hand Cream, 
Italian Balm, Dreskin, 
Coolies, D.D.D., Old South 
Toiletries 

Aubrey, Moore & 

Wallace, Inc. 



VIPBELL SOUP COMPANY 

75/ Week on CBS) 

iainpbell Playhouse 

ith guest stars 

4mos 'n' Andy 

Serial comedy-drama 



"^-lartha \"ii'ebster 
with Bess Flynn 
dramatic serial 



letcher Wiley 
Talks 



Friday 

9:30-10:00 p.m. 
65 CBS stations 

ORIGINATES: WABC 



Mon. thru Fri. 
7:00-7:15 p.m. 
Rebroadcast 
11:00-11:15 p.m. 
61 CBS stations 

ORIGINATES: KNX 

Mon. thru Fri. 
11:15-11:30 a.m, 
Rebroadcast 
3:00-3:15 p.m. 
58 CBS stations 

ORIGINATES : WABC 

Mon. thru Fri. 
2:30-2:45 p.m. 
35 CBS stations 

ORIGINATES : KNX 



Campbell's Soups 
Ward WTieelock 
Company 



Campbell's Soups 
Ward Wheelock 
Company 




i 



ILItNl ANU CKUbKAM 



IIMt 



fKUUUll ANU AbtNUT 



CAMPBELL SOUP COMPANY 

Continued 

Lanny Ross 

Songs 


Mon. thru Fri. 
7:15-7:30 p.m. 
Rebroadcast 
11:15-11 :30 p.m. 
58 CBS stations 

ORIGINATES : WABC 


Franco-American *jf 
Macaroni and Spaghettf '. 
Ruthrauff & Ryan, Im 


CHESEBROUGH MANUFACTURING 
COMPANY, CONSOLIDATED 

(117th Week on CBS) 

Dr. Christian 

with Jean Hersholt 


Wednesday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-1 1:55 p.m. j 
65 CBS stations l|| 
originates: knx 


Vaseline Preparations .w 
McCann-Erickson, Iiw 

Mi 

2.. 


CHRYSLER CORPORATION 

(256th Week on CBS) 

Major Bowes' 

Original Amateur Hour 


Thursday 
9:00-10:00 p.m. 

86 CBS stations 

ORIGINATES : WABC 


Plymouth S 
Dodge m 
DeSoto a[ 
Chrysler 9 
Ruthrauff & Ryan, 



COCA-COLA COMPANY 

(76th Week on CBS) 

Pause That Refreshes 
On the Air 

with Andre Kostelanetz and his 
45-piece orchestra, Albert Spalding, 
and guest soloists 



Sunday 

4:30-5:00 p.m. 
105 CBS stations 

ORIGINATES: WABC 



Coca-Cola 

D'Arcy Advertising^ 
Company, Inc. 



COLGATE-PALMOLIVE-PEET 
COMPANY 

(264th Week on CBS) 

Colgate Ask-It-Basket 

with Ed East 
Variety-quiz program 
City Desk 
Drama 



Woman of Courage 

Serial drama 



Myrt and Marge 

Serial drama 



Thursday 
8:00-8:30 p.m. 
Rebroadcast 
11:30-12 mid. 
68 CBS stations 

ORIGINATES : WABC 



Thursday 
8:30-8:55 p.m. 
Rebroadcast 
12:00-12:25 a.m. 
68 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
10:45-11:00 a.m. 

64 CBS stations 

ORIGINATES: WABC 



Mon. thru Fri. 
10:15-10:30 a.m. 
Rebroadcast 
4:15-4:30 p.m. 
82 CBS stations 

ORIGINATES: WABC 



Colgate Dental Cream ' P ' ' 
Ted Bates, Inc. _^ j 



JlBnsi 



Palmolive Shave Creai 
Palmolive Brushless S 
Ted Bates, Inc. 

Octagon Products 
Ted Bates, Inc. 

Crystal White 

Sherman & Marqm 
Inc. 

New Concentrated Sup 
Suds 

Super Suds 

Sherman & Marqw 
Inc. 



mi 

llo 

>ltll( 

ffitpr 



OLG ATE-PALMOLI VE-PEET 
OMPANY 

ontinued 

Hilltop House 

starring Bess Johnson 
Serial drama 
Stepmother 
Serial drama 



Mon. thru Fri. 
4:30^:45 p.m. 
81 CBS stations 

ORIGINATES : WABC 




Mon. thru Fri. 
10:30-10:45 a.m. 

Rebroadcast 
4:45-5:00 p.m. 
49 CBS stations 

ORIGINATES: WBBM 



Palmolive Soap 
Ward Wheelock 
Company 



Colgate Tooth Powder 
Sherman & Marquette, 
Inc. 



4 



:OMMERCIAL CREDIT COMPANY 

iSth Week on CBS) 

Bob Trout 

News 



Mon., Wed., Fri. 
6:00-6:05 p.m. 
Rebroadcasts 
11:00-11 .05 p.m. 
11:55-12 mid. 
Saturday 
10 .30-10 :35 p.m. 
64 CBS stations 

ORIGINATES: WABC 



Automobile Finance 

Service 

O'Dea, Sheldon & 
Canaday, Inc. 



ONTINENTAL BAKING CO., INC. 

U7th Week on CBS) 

Your Marriage Club 

with Haven MacQuarrie 
Quiz 



Saturday 
8:00-8:30 p.m. 
Rebroadcast 
11:00-11 :30 p.m. 
48 CBS stations 

ORIGINATES: WABC 



Wonder Bread 
Ted Bates, Inc. 



HE CUDAHY PACKING COMPANY 
18th Week on CBS) 

Bachelor's Children 

Serial drama 



Mon. thru Fri. 
9:45-10:00 a.m. 
18 CBS stations 

ORIGINATES: WBBM 



Old Dutch Cleanser 
Blackett-Sam ple- 
Hummert, Inc. 



URTISS CANDY COMPANY 

mh Week on CBS) 

News 

with Jackson Wheeler 



Sat., Sun. 
11:00-11:05 a.m. 
38 CBS stations 

ORIGINATES: WABC 



Candy 

C. L. Miller Company 



)UBLEMINT GUM 

'M Week on CBS) 

Melody Ranch 

with Gene Autry 
Western dramatic series 



Sunday 

6:30-6:55 p.m. 
69 CBS stations 

ORIGINATES: KNX 



Doublemint Gum 

/. Walter Thompson 
Company 



iRSHARP, INC. 

7th Week on CBS) 

Take It or Leave It 
t llfB with Bob Hawk, MC, David Ross 
Quiz 



Sunday 

10:00-10:30 p.m. 
59 CBS stations 



ORIGINATES : ON TOUR 



Eversharp Pens and Pencils 
The Biow Company 




■ 



(49th Week on CBS) 



Mary Margaret McBride 

Talks 



on. thru Fri 
3:00-3:15 p.m. 
38 CBS stations 
(Tues. and Thurs. 
21 CBS stations) 

ORIGINATES: WABC 




lorida Citrus r ruit 

Arthur Kudner, Inc. 



FORD MOTOR COMPANY 


Sunday 


■J 

Ford motor cars, truck^M 


{355th Week on CBS) 


9:00-10:00 p.m. 


and tractors H 




57 CBS stations 


Mercury ^1 


Sunday Evening Hour 


ORIGINATES: WJR 


Lincoln V. 


Ford Symphony Orchestra and 




McCann-Erickson, Inc^ 


Chorus, guest conductors, 




and solists 






With Talks by W. J. Cameron 




i 



GENERAL FOODS CORPORATION 

{297th Week on CBS) 

We, the People 

with Gabriel Heatter and guests 
Real-life experiences 



Kate Smith Hour 

with Kate Smith, Ted Collins, Jack 
Miller and his orchestra, Ted Straeter 
and his chorus, Charlie Cantor 
and Minerva Pious 
Music, comedy, and drama 

Kate Smith Speaks; News 

Talks and news 



Home of the Brave 

Serial drama 



Joyce Jordan, Girl Interne 

Serial drama 



Young Dr. Malone 

Serial drama 



Tuesday 
9:00-9:30 p.m. 
Rebroadcast 
12:00-12 :30 a.m. 
81 CBS stations 

ORIGINATES : WABC 

Friday 

8:00-8:55 p.m. 
Rebroadcast 
12:00-12 :55 a.m. 
91 CBS stations 

ORIGINATES : WABC 

Mon. thru Fri. 
12:00-12:15 p.m. 
79 CBS stations 

ORIGINATES : WABC 



Mon. thru Fri. 
2:45-3 :00 p.m. 
80 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
2:15-2:30 p.m. 
Rebroadcast 
6:30-6:45 p.m. 
59 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
2:00-2:15 p.m. 
Rebroadcast 
6:00-6:15 p.m. 
84 CBS stations 

ORIGINATES: WABC 



Sanka 

Young & Rubicam, In 



Grape Nuts 

Young & Rubicam, 11 



Swansdown Cake FIoue 
Young & Rubicam, In 

Diamond Crystal Salt 
Benton & Bowles, In 

Calumet Baking Powd( 
Swansdown Cake Flour i 
Young & Rubicam, Ii 

La France 
Satina 

Minute Tapioca 

Young & Rubicam, Iru 

Post's 40% Bran Flakes! 
Benton & Bowles, Ii 



ENT AND PROG 



iENERAL FOODS CORPORATION 
ontinued 



RODUCT AND AGt 



Kate Hopkins 

Serial drama 

Portia Faces Life 

Serial drama 



Mon. thru Fri. 
4:45-5:00 p.m. 
Rebroadcast 
3:30-3:45 p.m. 
44 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
4:00-4:15 p.m. 
84 CBS stations 

OniCIN'ATES: WABC 




Maxwell House Coffee 
Benton & Bowles, Inc. 



4 



Post Toasties 

Benton & Bowles, Inc. 



ENERAL MILLS, INC. 

>29th Week on CBS) 

By Kathleen Norris 

Dramatization of her novels 



Mon. thru Fri. 

10:00-10:15 a.m. 

Rebroadcast 

11:45 a.m.-12:00 noon 

40 CBS stations 

ORIGINATES: WABC 



Wheaties 

Knox Reeves 
Advertising, Inc. 



ILLETTE SAFETY RAZOR COMPANY 

mh Week on CBS) 

Elmer Davis 

News 



Tues., Fri. 
8:55-9:00 p.m. 
57 CBS stations 

ORIGINATES: WABC 



Gillette Shaving Cream, 
Safety Razors and Blades 
Maxon, Inc. 



ULF OIL CORPORATION 

]64th Week on CBS) 

Gulf Screen Guild Theatre 

with Roger Pryor, MC, screen stars, 
Oscar Bradley's Orchestra, 
John Hiestand 


Sunday 

7:30-8:00 p.m. 
78 CBS stations 

ORIGINATES: KNX 

j 

I 


Motor Oil and Gas 

Young & Rubicam, Inc. 


KtERNATIONAL SILVER COMPANY 

\5ist Week on CBS) 

\ Silver Theatre 4RH 

j Conrad Nagel, Narrator-director, 
■ and guest stage and screen stars 


Sunday 

6:00-6:30 p.m. 
57 CBS stations 

^ ORIGINATES: KNX 


International Sterling and 
1847 Rogers Bros. 
Silverplate 

Young & Rubicam, Inc. 

i 



!tONIZED YEAST CO., INC. 

\lst Week on CBS) 

I Court of Missing Heirs 

i Drama 



Tuesday 
8:00-8:30 p.m. 
Rebroadcast 
11 .-30-12:00 mid. 
74 CBS stations 

ORIGINATES: WABC 



Ironized Yeast 

Ruthrauff & Ryan, Inc. 



ADY ESTHER, LTD. 

73rd Week on CBS) 

Guy Lombardo and His 
Orchestra 

Popular music 



► Monday 
10:00-10:30 p.m. 
64 CBS stations 



ORIGINATES: WABC 



Face Powder, Face Cream, 
Rouge, Lipstick and 
Nail Polish 

Pedlar & Ryan, Inc. 



iimt 



LEVER BROTHERS COMPANY 

(287th Week on CBS) 

Lux Radio Theatre 

Cecil B. DeMille, director, 
with stars of stage and screen 
Drama 
Big Town 

with Edward G! Robinson, Ona 
Munson, Leith Stevens' Orchestra 
Drama 



Meet Mister Meek 

Drama 



Big Sister 

with Alice Frost, Martin Gabel 
Serial drama 



Aunt Jenny's Real Life Stories 

Dramatic sketches 



Monday 



9:00-10:00 p.m. 
66 CBS stations 
29 CBC stations 

ORIGINATES: KNX 



Wednesday 
8:00-8:30 p.m. 
Rebroadcast 
9 :30-10 :00 p.m. 
75 CBS stations 

30 CBC stations 
originates: knx 

Wednesday 
7:30-8:00 p.m. 
Rebroadcast 
10:30-11 :00 p.m. 
64 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
11:30-11:45 a.m. 
Rebroadcast 
2:00-2:15 p.m. 
75 CBS stations 

31 CBC stations 

ORIGINATES: WABC 

Mon. thru Fri. 
11:45-12:00 noon 

Rebroadcast 
2:15-2:30 p.m. 
63 CBS stations 

ORIGINATES: WABC 



I 



Lux Toilet Soap 

/. Walter Thompson 
Company 



Rinso 

Ruthrauff & Ryan, Inc 



I 



Lifebuoy 

William Esty & 
Company, Inc. 



Rinso 

Ruthrauff & Ryan, In 

» 



Spry 

Ruthrau ff & Ryan, b 



LIBBEY-OWENS-FORD GLASS 
COMPANY 

(19th Week on CBS) 

Design for Happiness 

with 65-piece Chicago Woman's 
Symphony Orchestra, directed by 
Izler Solomon, and guest soloists 

Symphonic music 



Sunday 

5:00-5:30 p.m. 
80 CBS stations 

ORIGINATES : WBBM 



Flat Glass Products 
United States Advert: 
ing Corporation 



LIGGETT & MYERS TOBACCO 
COMPANY 

(421st Week on CBS) 

Glenn Miller and His Orchestra 

with Dorothy Claire, Ray Eberle 

Professor Quiz 

with Bob Trout 

Questions and answers 



Tues., Wed., Thurs. 
10:00-10:15 p.m. 
97 CBS stations 

ORIGINATES : WABC 



Tuesday 

9:30-10:00 p.m. 
70 CBS stations 

ORIGINATES: WABC 



4111 



Chesterfield Cigarettes 
Newell-Emmett Co., 




Velvet Pipe and Cigaret 
Tobacco 

Newell-Emmett Co., 



i 



D PROGRA 




THOMAS J. LIPTON, INC. 
\l9th Week on CBS) 

Helen Hayes Theater 

starring Helen Hayes, with Mark 
Warnow's Orchestra, and 
George Bryan 



Sunday 

8:00-8:30 p.m. 
Rebroadcast 
10:30-11 :00 p.m. 
94 CBS stations 

ORIGINATES: WABC 



D AGE 



Lipton's Tea and 
Tea Bags 

Young & Rubicam, Inc. 




(VlENNEN COMPANY 
94th Week on CBS) 

Colonel Stoopnagle's 
• Quixie-Doodles 

Comedy and quiz 



Sunday 

5:30-6:00 p.m. 
46 CBS stations 

ORIGINATES: WABC 




Mennen Shave Products 
H. M. Kieseivetter 
Advertising Agency, Inc. 



'ENN TOBACCO COMPANY 

70th Week on CBS) 

Vox Pop 

Parks and Wally 

Quiz 



Thursday 
7:30-8:00 p.m. 
50 CBS stations 
originates: on tour 



Kentucky Club Pipe 
Tobacco 

Ruthrauff & Ryan, Inc. 



ET MILK SALES CORPORATION 

176th Week on CBS) 

Saturday Night Serenade 

Mary Eastman, soprano; Bill Perry, 
tenor; Bob Trout, Gustave Haen- 
. schen's Orchestra and Chorus 



Saturday 
9:45-10:15 p.m. 
55 CBS stations 
originates: wabc 



Pet Irradiated Milk 
Gardner Advertising 
Company 



I'M 



Mary Lee Taylor 

home economist 
Household advice 



^^^^Hr Tues. 



and Thurs. 
ll:00-ll:15a.m 
Rebroadcast 
1:45-2:00 p.m. 
67 CBS stations 
originates: kmox 




HILIP MORRIS & COMPANY, LTD. 

f3M Week on CBS) 



Johnny Presents 

Ray Block's Orchestra 
Dramatized "Perfect Crime," Floyd 
Sherman, Roger Kinney, Audrey 
Marsh, "Beverly," Glenn Cross, 
Swing 14 Chorus 
Musical variety and dramatic interlude 



Friday 

9:00-9:30 p.m. 
Rebroadcast 
11:30-12 :00 p.m. 
90 CBS stations 
originates: wabc 



Philip Morris Cigarettes 
The Biow Company, Inc. 





10 



CLIENT AND PROGRAM 



PHILIP MORRIS & COMPANY, LTD. 

Continued 

The Crime Doctor 

Dramatic programs 




Sunday 
8:30-8:55 p.m. 
Rebroadcast 
11:00-11:25 p.m. 
71 CBS stations 
originates: wabc 



1 



Philip Morris Cigarettes 
The Biow Company, In. 



THE PROCTER & GAMBLE CO. 

{327th Week on CBS) 

Those We Love 

with Nan Grey, Donald Woods, 

Richard Cromwell 

Drama 

The Goldbergs 

Serial drama 



The O'Neills 

Serial drama 



Life Can Be Beautiful 

Serial drama 



Woman in White 

Serial drama 



Right to Happiness 

Serial drama 



Road of Life 

Serial drama 



Monday 
8:00-8:30 p.m. 
Rebroadcast 
12:00-12:30 a.m. 
71 CBS stations 

ORIGINATES: KNX 



Mon. thru Fri. 
5:00-5:15 p.m. 
Rebroadcast 
11:30-11 :45 a.m. 
22 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
5:15-5:30 p.m. 
17 CBS stations 

ORIGINATES : WABC 

Mon. thru Fri. 
1:00-1 :15 p.m. 

37 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
1:15-1:30 p.m. 
24 CBS stations 

ORIGINATES: WBBM 

Mon. thru Fri. 
1:30-1:45 p.m. 

38 CBS stations 
17 CBC stations 

ORIGINATES: WBBM 

Mon. thru Fri. 
1:45-2:00 p.m. 
26 CBS stations 

ORIGINATES: WBBM 



Teel 
Drene 

H. W. Kastor & Sons 



Oxydol 

Blackett-Sam pie- 
Hummert, Inc. 



Ivory Soap 

Compton Advertisings 
Inc. 

\ 

Ivory Soap 

Compton Advertisingi 
Inc. 

Camay 

Pedlar & Ryan, Inc. 



Crisco 

Compton Advertising 
Inc. 



Chipso 

Pedlar & Ryan, Inc. 



PRUDENTIAL INSURANCE COMPANY 
OF AMERICA 

(88th Week on CBS) 

When a Girl Marries 

Serial drama 



Mon. thru Fri. 
12:15-12:30 p.m. 
52 CBS stations 
ORIGINATES; WABC 



Insurance Services 
Benton & Bowles, h 



11 





lENT AND PROGRA 



R. J. REYNOLDS TOBACCO 
COMPANY 

404th Week on CBS) 
Blondie 

with Penny Singleton and 
Arthur Lake 
Domestic comedy 

Al Pearce and His Gang 

with Margaret Brayton, Artie 
Auerbach, Arthur Q. Bryan, 
Carl Hoff and His Orchestra, 
and guests 
Variety 



Monday 
7:30-8:00 p.m. 
Rebroadcast 
10:30-11 :00 p.m. 
60 CBS stations 

ORIGINATES: KNX 



UCT AND AGENCY 



Camel Cigarettes 

Prince Albert Smoking 

Tobacco 

William Esty & 
Company, Inc. 



Friday 

7:30-8:00 p.m 
Rebroadcast 
10:30-11:00 p.m. 
83 CBS stations 
originates: knx 




>PEARMINT GUM 

U9th Week on CBS) 

Scattergood Baines 

Serial drama 



term 



Dear Mom 

with John Walsh, Dolph Nelson 
Drama 



Mon. thru Fri. 
5:45-6:00 p.m. 
79 CBS stations 

ORIGINATES: WBBM 



Sunday 
6:55-7:15 p.m 
69 CBS stations 

ORIGINATES: WBBM 



Spearmint Gum 
Neisser Meyerhoff, 




vices 



£. R. SQUIBB & SONS 

30th Week on CBS) 

Golden Treasury of Song 

with Jan Peerce 
Musical 



Mon. thru Fri. 
3:15-3:30 p.m. 
43 CBS stations 

ORIGINATES: WABC 



Squibb Products 
Geyer, Cornell & 
Newell, Inc. 



vnXAS COMPANY 

192nd Week on CBS) 

Texaco Star Theatre 

starring Fred Allen, with Kenny 
Baker, Portland Hoffa, Al Goodman's 
Orchestra, "Mighty Allen Art 
Players", Martin Singers 
Variety 



Wednesday 
9:00-10:00 p.m 
Rebroadcast 
12:00-1 :00 a.m. 
88 CBS stations 

ORIGINATES: WABC 



Texaco Products 
Buchanan & Co. 




I 



S. TOBACCO COMPANY 

^96th Week on CBS) 

Pipe Smoking Time 

with Arthur Fields, Fred Hall, 

and Edward Roecker 



Monday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11 :55 p.m. 
52 CBS stations 

ORIGINATES: WABC 



Dill's Best 

Model Smoking Tobacco 
Arthur Kudner, Inc. 



12 




COLUMBIA 
NEW 
ENGLAND 
NETWORK 



COLUMBIA 
PACIFIC 
NETWORK 



CLIENT AND PROGRAM 



ALEXANDER SMITH & SONS 
CARPET COMPANY 




E PRODUCT AND AGENCY 



The New England Home 

with Clara Dudley 

Talks on interior decoration 
(Beginning February 10) 



Ion.. Wed.. Fri. 
3:30-3:45 p.m. 
originates: weei 




^arpets 

Anderson, Davis & 
Platte, Inc. 



^^^^^^^y^ ^^^^^^^ ^^k^ 

^ tILm 



BATHASWEET CORPORATION 

(69th Week on CBS) 

Bob Garred Reporting 

Netcs 



Tues., Thurs. 
7:30-7:45 a.m. pst 

ORIGINATES: KNX 



Bathasweet Products 
H. M. Kieseivetter 
Advertising Agency 



COLONIAL DAMES, INC. 

(60th Week on CBS) 

"Find the Woman" 

with Knox Manning 




Friday 

9:55-10:00 p.m. PST 
originates: knx 



Cosmetics 

Glasser Advertising ) 
Agency 



GENERAL FOODS CORPORATION 

(297th Week on CBS) 

Second Wife 

Dramatic Serial 



Mon. thru Fri. 
4:00-4:15 p.m. pst 
originates: knx 



Postum 

Young & Rubicam, i 



R LORILLARD COMPANY 

(244th Week on CBS) 

Talk Your Way Out of This One 



Don't Be Personal 



Friday 

6:00-6:15 p.m. pst 
originates: knx 



\^ ednesday 
6:00-6:15 p.m. PS' 
originates: knx 



Sensation Cigarettes 
Lennen & Mitchell, j 




13 



LOS ANGELES SOAP COMPANY 

(70th Week on CBS) 

Knox Manning 

.Yens 



LUDEN'S, INC. 

(58th Week on CBS) 

Elmer Davis 

News 



THE MENNEN COMPANY 

(94th Week on CBS) 

Bob Garred Reporting 

Mews 



Mon. thru Fri. 
2:30-2:45 p.m. pst 
originates: knx 



White King Soap 
Sierra Pine Soap 

Raymond R. M organ ( 




Tues., Fri. 
5:55-6:00 p.m. pst 
originates: wabc 



Menthol Cough Drops 
/. M. Mathes, Inc. 



Mon.,Wed., Fri. 
7:30-7:45 a.m. pst 
originates: knx 



Mennen Shaving Cream 
H. M. Kieseivetter 
Advertising Agency 



III 



itni Anu rnubNA 



I 



lATIONAL LEAD COMPANY 

30th Week on CBS) 

Answer Auction 

Quiz 

(Beginning February 13) 



Thursday 

9:30-10:00 p.m. PST 
originates: knx 



uiii Anu Abt 



National Lead Products 
Erivin Wasey & Co. 



COLUMBIA 

PACIFIC 

NETWORK 

( .ontinued 



ETER PAUL, INC. 

mh Week on CBS) 

Bob Garred Reporting 

News 




Mon., Wed., Fri. 
5:45-5:55 p.m. pst 
originates: knx 



Mounds Candy 
Ten Crown Gum 

Brisacher, Davis 

& Staff 



LANTERS NUT AND 
HOCOLATE COMPANY 

7th Week on CBS) 
What's On Your Mind? 



Thursday 

7:15-7:45 p.m. pst 

ORIGINATES: KNX 



Planters Salted Peanuts 
Planters Peanut Oil 

Raymond R. Morgan Co. 



WITH BROTHERS 

6th Week on CBS) 

Knox Manning 

News 



Sunday 

8:25-8:30 p.m. pst 
Mon.,Tues., Thurs. 
9:30-9:35 p.m. pst 

ORIGINATES: KNX 



Cough Drops 
/. D. Tarcher & 
Company 



WL OFF MANUFACTURING 
OMPANY 

Bob Garred Reporting 

News 

(Beginning February 6) 



Thursday 

5:45-5:55 p.m. pst 
Saturday 

7:30-7:45 a.m. PST 
originates: knx 



Cleaning Fluid for 
Walls and Woodwork 

Hillman-Shane 

Advertising Agency, Inc 



REAKFAST CLUB COFFEE, INC. 

\th Week on CBS) 

Rita Murray 



Tues., Thurs. 
7:45-8:00 a.m. 
originates: knx 



Breakfast Club CofEee 
Lockwood-Shackleford 
Advertising Agency 



[ERICAN CHICLE COMPANY 

\2nd Week on WABC) 

Announcements 



Mon. thru Sat. 
8:00-8:01:30 a.m. 



Chiclets and Dentyne 
Badger, Browning & 
Hersey, Inc. 



SPONSORED 
PROGRAMS 



\RBASOL COMPANY 

8th Week on WABC) 

Sports News 
with Mel Allen 



Tues., Thurs. 
6:00-6:05 p.m. 
Saturday 
5:55-6:00 p.m. 



Barbasol Shaving Cream 
Erivin, Wasey &Co.,I nc. 



I 



pHASWEET CORPORATION Tuesday 

2th Week on WABC) 6:15-6:30 p.m. 

Ted Steele and his Novachord 



"Bathasweet" Toilet Goods 
H. M. Kiesewetter 
Advertising Agency, li 



14 



WABC 
SPONSORED 
PROGRAMS 

Continued 



15 



CLIENT AND PROGRAM 




BOSCO, live. 

(49th Week on WABC) 

News of the World 

with Elmer Davis, Major George 

Fielding Eliot, and Albert Warner 



lues 



,,'ni 



urs. 



10:45-11:00 p.m. 



_«L,- „ ^ 

"Bosco" Milk Amplifier ^ 

Kenyon & Eckhardt, Inc. 



BULOVA WATCH COMPANY 

(597th Week on WABC) 

Time Signals 



Sun. thru Sat. 
10 Times Daily 



Bulova Watches 

The Biow Company A 



CALIFORNIA FRUIT GROWERS 
EXCHANGE 

{3rd Week on WABC) 

Morning Almanac 

with Phil Cook 



Mon. thru Sat. 
7:15-7:30 a.m. 



"Sunkist" 

Citrus Fruit 

Lord & Thomas - 
San Francisco 



DREZMA, INC. 

(13th Week on WABC) 

Lessons in Loveliness 

with Nell Vinick 



Tues., Thurs., Sat. 
8:25-8:30 a.m. 
Tues. and Thurs. 
11:00-11 :15 a.m. 



'Drezma" Cosmetics 
Lynn Baker Compan 



FEDERAL SAVINGS & LOAN 
ASSOCIATION 

(3rd Week on WABC) 



The March Through Life 




Monday 

10:30-10:45 p.m. 



Savings Accounts and /a 
Home Loans 

Heffelfinger Agencj 



GROVE LABORATORIES, INC. 

(18th Week on WABC) 

Odd Side of the News 



Mon., Wed., Fri. 



Bromo Quinine ColdTaH 
/. Walter Thompson ^ 
Company « 



KRUG BAKING COMPANY 

(58th Week on WABC) 

Woman's Page of the Air 

with Adelaide Hawley 



Friday 

8:45-9:00 a.m. 



Bakery Products 
and Coffee 

Elmer L. Cline 



LUDEN'S, INC.* 

(17th Week on WABC) 



News of the World 

with Elmer Davis, Major George 
Fielding Eliot, and Albert Warner 



Mon., Wed. 
10:45-11 :00 p.m. 



Luden's Menthol 
Cough Drops 

/. M. Mathes, Inc. 



MELVILLE SHOE COMPANY 



(115th Week on WABC) 
Early Morning News 



Mon. thru Sat. 
7:45-8:00 a.m. 



Thom McAn Shoes 
Neff-Rogow, Inc. 



*In addition to number of weeks in which the client has used CBS Network facilities. 



31 



OGRAM 



1 



ODUCT AND AGEN 



R. MILES LABORATORIES, INC 

Uh Week on WABC) 



Afternoon News 



Mon. thru Fri. 
3:55-4:00 p.m. 
Saturday 
lUlll^ 5:50-5:55 p.m. 



Alka-Seltzer and 
One-A-Day Vitamins 

Wade Advertising 

Agency 



WABC 

SPONSORED 
PROGRAMS 

Continued 



. F. MUELLER COMPANY 

Hh Week on WABC) 

Morning News 



Mon. thru Fri. 
9:00-9:15 a.m. 



Mueller's Macaroni . 
Products j 
Kenyan & Eckhardt, Inc^ 



YORK STATE BUREAU OF 
IILK PUBLICITY 

>Oth Week on WABC) 

Vi'onian's Page of the Air 
with Adelaide Hawley 



Tuesday 
8:45-9:00 a.m. 



Milk Publicity 

/. M. Mathes, Inc. 



i 



)LSON RUG CO. 

29th Week on WABC) 

I Music of Today 



Mon., Wed., Fri. 
8:15-8:20 a.m. 



Rugs 

Presba, Fellers & 
Presba, Inc. 



4 



EPSI-COLA COMPANY 

\27th Week on WABC) 

The Missus Goes A-Shopping 

Quiz 

(Beginning February 10) 



Mon., Wed., Fri. 
8:30-5:45 a.m. 



Pepsi-Cola 

Newell-Emmett, Inc. 



lETER PAUL COMPANY* 

mh Week on WABC) 

Early Riser's News 




Mon., Wed., Fri. 
6:30-6:35 a.m. 



Mounds 

Platt-Forbes, Inc. 



IMITH BROTHERS 
Ifth Week on WABC) 

Morning Almanac 
with Phil Cook 



Tues., Thurs., Sat. 
7:30-7:45 a.m. 



'"S. B." Cough Drops and 
Cough Syrup 

/. D. Tarcher & Co., Inc. 



ICK CHEiMICAL COMPANY 

1 7th Week on WABC) 

' Rising Son 

with Larry Elliott 



hoe 



Announcements 



{D WYNN 

fth Week on WABC) 

Music of Today 



Mon., Wed., Fri. 
6:35-7:00 a.m. 



Vick's Menthol 
Cough Drops 

Morse International, Inc. 



i 



Tues., Thurs., Sat. 
8:15-8:20 a.m. 



Musical Comedy 
"Boys & Girls Together" 
The Blaine-Thompson 
Co., Inc. 



i 



16 



CBS SUSTiliniG PROGRilllS 



are chosen because they are timely, exciting, and balanced. These 
three standards of selection produce a diverse, flexible program 
schedule, carefully designed to win and retain the interest of mil- 
lions of listeners. To maintain its flexibility— to continue to present 
the most highly contemporary and most stimulating sustaining pro- 
grams on the air— Columbia finds it necessary in the course of the 
month to alter some details in the following schedule. These day- 
to-day and even hour-to-hour changes are reported, when possible, 
in local newspaper radio listings. 

For your convenience, the Columbia sustaining programs listed 
on the following pages are grouped in these eleven classifications : 



1. NEWS BROADCASTS Page 18 

2. PUBLIC AFFAIRS . Page 19 

3. SPECIAL EVENTS Page 19 

4. DRAMATIC SERIES Page 20 

5. SERIOUS MUSIC Page 21 

6. EDUCATIONAL PROGRAMS Page 22 

7. RELIGIOUS BROADCASTS Page 25 

8. VARIETY PROGRAMS Page 26 

9. PERSONALITIES Page 26 

10. CHILDREN'S PROGRAMS Page 27 

11. LIGHT MUSIC Page 27 

CBS SHORT WAVE BROADCASTS Page 28 

ADDENDA: January programs Page 29 



GRAM AND Tl 



Vew8 Summaries, Analyses 
ind Broadcasts from Europe 

CHEDULED PERIODS 
JONDAY THRU SUNDAY 




Columbia's staff of air reporters in European 
capitals, in New\ork. and in Washington cover 
the second world war according to a regular 
pattern of summaries, analyses, and news 
broadcasts from Europe. In addition to this 
daily schedule, CBS is prepared at any time to 
bring its audience immediate reports of signifi- 
cant unexpected events. The schedule is sup- 
plemented and sharpened by frequent addresses 
by public figures, historians, and political or 
military experts. The schedule: 

News Broadcasts: Edward R. Murrow, Larry 
Leseur from London; Harry W. Flannery, 
Joseph C. Harsch, Charles Barbe from Berlin ; 
Cecil Brown from Rome; Leigh White from 
Bucharest ; Betty Wason from Athens ; Winston 
Burdette from Belgrade; Farnsworth Fowle 
from Ankara; Herbert Clark from Buenos 
Aires; W. R. Wills from Tokyo ; William Dunn 
in the Far East; Elmer Davis, Bob Trout, Lin- 
ton Wells, Major G. E Eliot, William L. Shirer, 
Spencer Williams, Paul Sullivan from New 
York; Albert Warner, Eric Sevareid from 
Washington: 8:00-8:15 a.m., MONDAY THRU 
SATURDAY; 6:45-7:00 p.m., Monday thru 
SATURDAY; 9:00-9:15 a.m., 2:35-3:00 p.m., 
SUNDAY, 10:45-11:00 p.m., Monday thru 

SATURDAY. 

News Summaries: 6:30, 9:00 a.m., 3:55 p.m., 
12:00 midnight, 12:55 a.m., MONDAY THRU 
SATURDAY; 5:50-5:55 p.m., Saturday; 8:00, 
11:00 a.m., 2:30 p.m., 12:55 a.m., Sunday. 

A^eM-'5 Analyses: Elmer Davis, 8:55-9:00 p.m., 
MONDAY, WEDNESDAY, THURSDAY, SATURDAY, 

SUNDAY; Elmer Davis, 6:30-6:45 p.m., Satur- 
day; Paul Sullivan, 6:30-6:45 p.m., FRIDAY. 



NEWS 

BROADCASTS 



I leadlines and Bylines 
ijMS-? :30 p.m. 

UCH SUNDAY 




In this new Sunday evening period of news 
analysis. Major George Fielding Eliot stresses 
the military aspects of war in Europe, Albert 
Warner describes the Washington scene, and 
Bob Trout analyzes the week's news generally. 



18 



PROGRAM AND TIMB 



DESCRIP" 



NEWS 
BROADCASTS 



PUBLIC 
AFFAIRS 



News from 
All the Americas 
5:00-5:15 p.m. 
EACH SATURDAY 





Report to the Nation 

6:00-6:30 p.m. 

I EACH SATURDAY 



Governor Stassen 

10:15-10:30 p.m. 

SATURDAY, FEBRUARY 1 



'itn the expansion of Columbia's American 
School of the Air" to South and Central Amer- 
ica and the formation of a Latin-American 
Network, CBS takes another step toward inter- 
American unity and friendship in this new 
series of news roundups from the important 
Latin American capitals. 




This informal, factual series brings the Amer- 
ican people a report each week on the inside 
workings of their government. Each program 
describes the government's operation in a 
problem of event rich in public interest. The 
series, which originates in Washington, is pro- 
duced by Brewster Morgan. 



I 



Governor Harold E. Stassen, Republican o; 
Minnesota, speaks before the National Cont 
vention of Young Republicans from the Saverj 
Hotel in Des Moines. 



SPECIAL 
EVENTS 



Don Luis Quintanilla 

10:00-10:15 p.m. 

FRIDAY, FEBRUARY 28 




Senor Dr. Don Luis Quintanilla, Mexican min 
ister to the United States, discusses "Step 
Toward Pan American Unity." The broadens 
originates at the Museum of Modern Art, fror 
the session of the First International Confei 
ence of the School of the Air of the Americai 



Talks 

10:15-10:30 p.m. 

EACH WEDNESDAY AND SATURDAY 

10:00-10:15 p.m. 

EACH FRIDAY 



Columbia has set aside three broadcast perio( 
a week for talks on public affairs and for sp 
cial addresses. Included in the series are mar 
prominent Senators and Representatives. 



St. Paul's Winter 
Carnival 
3:45-4:00 p.m. 

SATURDAY, FEBRUARY 1 



The color and thrills of the St. Paul Wint 
Carnival are described by Clellan Card and 
corps of staff men of WCCO, Columbi; 
Minneapolis-St. Paul station. 



GRAM AND Tl 






RIPTI 



oy Scouts of America 
nniversary 

:30-7:45 p.m. 
TURDAY, FEBRUARY 8 




American Legion 
'ilgrimage 
:30-5 :45 p.m. 

WEDNESDAY, FEBRUARY 12 



President Roosevelt speaks from Washington 
in a program celebrating the 31st Anniversary 
of the founding of the Boy Scouts of America. 
He is followed by Walter W. Head, President 
of the Scouts National Council, and Dr. James 
E. West, Chief Scout Executive. 



Carl Sandburg, American-poet and biographer 
of Abraham Lincoln, reads passages about 
Lincoln from the President's tomb in Spring- 
field, Illinois, in connection with the Amer- 
ican Legion's annual pilgrimage to Spring- 
field. 



SPECIAL 
EVENTS 



■ports-Time 

1:00-11 :15 p.m. 

lONDAY THROUGH SATURDAY 



Columbia Workshop 

0:30-11:00 p.m. 
ACH SUNDAY 



"Sports-Time" presents news and features 
from every field of sport — from baseball to 
chess, football to yachting. Ted Husing, Mel 
Allen, and Warren Sweeney are among the 
"Sports-Time" reporters. During the winter 
months, some broadcasts are devoted to last- 
period descriptions of the Madison Square 
Garden basketball games. 



The Columbia Workshop remains the foremost 
program on the air devoted to experimental 
broadcasting. In its fourth year, the Workshop 
continues to present unusual dramas which 
employ the most recent broadcasting tech- 
niques. Davidson Taylor supervises produc- 
tion of the plays. 

FEBRUARY 2: "Help Me Hannah", by Charles 
Monroe, directed by Betzy Tuthill. 
FEBRUARY 9 : "Dress Rehearsal", by Jack Mos- 
man and Charles Jackson, directed by Jack 
Mosman. 

FEBRUARY 16: "A Crop of Beans,"by Marjorie 
Kinnan Rawlings, adapted by Draper Lewis. 



DRAMATIC 
SERIES 



•Honest Abe" 

):30-10:00 a.m. 
:ACH SATURDAY 



RAM AND TIME 



DESCRIP 



SERIOUS 
MUSIC 



New York Philharmonic- 
Symphony Orchestra 
3:00-4:30 p.m. 

EACH SUNDAY 




Genevieve Rowe 
6:15-6:30 p.m. 

EACH WEDNESDAY 



NYA Orchestras 

3:00-3:55 p.m. 

EACH SATURDAY 



The New York Philharmonic-SympRony i 
Orchestra is in its eleventh consecutive year of 
broadcasting exclusively on CBS. Bruno Wal- 
ter is guest conductor of the first two concerts 
in February. John Barbirolli, regular conduc- 
tor, returns on February 16. Deems Taylor is 
again intermission commentator. From Car- 
negie Hall this month : 

FEBRUARY 2: Sibelius: Legend for Orchestr; 



"The Swan of Tuonela", MICHEL nazzi, Engj| 
lish Horn solo; Schumann: Symphony in E- ' 
flat major, No. 3; Mendelssohn: Concerto for 
Violin and Orchestra in E minor, JOSEPH 
sziGETi, violinist. 

FEBRUARY 9: Weber: Overture to "Oberon"; 
Mozart: Symphony in G minor ; Strauss: "Don 
Quixote," Fantastic Variations on a Theme of 
Knightly Character, JOSEPH SCHUSTER, 'cell- 
ist, ZOLTAN KURTHY, violist. 



Philharmonic Young 


The Philharmonic-Symphony Orchestra pre- 


^ People's Concert 


sents one concert a month especially designed 


* ll:05a.m.-12:15p.m. 


for young people. Rudolph Ganz conducts; i 


SATURDAY, FEBRUARY 15 


and the February 15 concert concentrates on.' 




the opera. 



Each Wednesday evening Genevieve Rowe, 
CBS soprano, is accompanied by Charles Paull 
at the piano in a program of songs and oper 





atic selections. 


Clyde Barrie 


Clyde Barrie, distinguished Negro baritone, is 


9:15-9:30 a.m. 


1 heard over CBS each Sunday morning, with 


EACH SUNDAY j^|H 


1 the Salon Orchestra conducted by Alexande) 




Semmler. 



On February 8, Leopold Stokowski conduct* 
the NYA Orchestra of Los Angeles in comp 
sitions by Bach, Wagner, Strauss, Sibelius, ant 
Moussorgsky. On February 15, the Cincinnat 
NYA Orchestra, conducted by Alexander vol 
Kreisler, plays Haydn's Secondy Symphon 
and a Beethoven piano concerto. 



21 



UKHm Anu II 



'ncinnati Conservatory 
Music 

:05 a.m.-12 noon 
TURD AY, JANUARY 1, 8 AND 22 



The Cincinnati Conservatory of Music is in its 
seventh season of Saturday morning broad- 
casts on CBS. Alexander von Kreisler contin- 
ues to conduct the orchestra, and many of the 
broadcasts feature chamber music groups and 
soloists. 



SERIOUS 
MUSIC 



dianapolis Symphony 
rchestra 

:30-ll:00 a.m. 
CH SUNDAY 



I 



The Indianapolis Symphony Orchestra is con- 
ducted by Fabien Sevitzky in this regular 
Sunday morning CBS feature. On February 2, 
the Orchestra plays works of Haydn, Vivaldi, 
and Berlioz. 



lumbia Concert 
rchestra 
15-5:45 p.m. 

ONDAY, TUESDAY, 
EDNESDAY, AND FRIDAY 



I 



The winter schedule for the Columbia Concert 
Orchestra includes several half-hour broad- 
casts of symphonic music each week. The 
orchestra is directed Monday and Wednesday 
by Howard Barlow, Tuesday and Friday by 
Victor Bay. 



all of Song 
45-10:15 p.m. 

iTURDAY, FEBRUARY 8 



Genevieve Rowe and Hardesty are heard in 
this new series of song. They are accompanied 
by the Columbia Concert Orchestra, conducted 
bv Howard Barlow. 



11a Pessl 

OUS HOURS 




ull Session 
00-4:30 p.m. 

VCH SATURDAY 



Yella Pessl is heard in four harpsicord recitals 
a week principally of seventeenth and eigh- 
teenth century compositions. 



'"Bull Session," Columbia's student forum on 
current events, has returned to the air for a 
new series. 



EDUCATIONAL 
PROGRAMS 



xploring Space This series tells— in an interesting, dramatic 

:45-3:55p.m. manner— the stories of the planets and con- 

^CH FRIDAY stellations. 




22 



GRAM AND TIME 



EDUCATIONAL 

PROGRAMS CBS ADULT 

EDUCATION BOARD 






Invitation to Learning 

10:15-10:45 p.m. 

EACH TUESDAY 



The People's Platform 
7:00-7:30 p.m. 

EACH SATURDAY 



Iifvilatioh 'to^ Learning'' and "The People's 
Platform" are presentations of the Department 
of Education, arranged with the counsel of 
Columbia's Adult Education Board. Members 
of the Board, representative of the nation'^ 
leading educators and publicists, are: 

LYMAN BRYSON, chairman spencer miller, jr. 



STRINCFELLOW BARR 
WILLIAM BENTON 
HARRY WOODBURN CHASE 
ROBERT I. CANNON, S.J. 
ALVIN S. JOHNSON 
HENRY R. LUCE 



RUTH BRYAN ROHDE 
THOMAS V. SMITH 
GEORGE EDGAR VINCENT 
WILLIAM ALLEN WHITE 
RAY LY'MAN WILBUR 
JOSEPH H. WILLITS 



■ 



This series invites listeners to read or re-rei 
the world's great books. Huntington Cairns^ 
Allen Tate, and Mark Van Doren regularly di^ 
CUSS the books, and the program occasionall)! 
features guests. 



Lyman Bryson entertains four Americans 
dinner and draws them into an extempor* 
neous discussion of current problems an( 
informal exchano;e of ideas. 



k Children Also Are People 
3:45-3:55 p.m. 



EACH MONDAY AND WEDNESDAY 



CBS presents a new series of broadcasts b; 
child experts and celebrities to show parent 
that children are people, too. 



Columbia's Country Journal 

12:00-12:30 p.m. 

EACH SATURDAY 



Charles Stookey, Columbia's director of agr 
cultural programs, presents a weekly rounc 
up of farm news and interviews distinguishe 
^ agricultural authorities and leaders. 



I Highways to Health 
12:45-1 :00 p.m. 

EACH SATURDAY 



Dr. lago Galdston of the New York Acaden 
of Medicine arranges these instructive tall 
for laymen. 




23 



T 



SCRIPTIO 



r 



nerican School of the Air 
15-9:45 a.m. 
tastern Time Zone) 
J0-2:55 p.m. 
tentral Time Zone) 
50-10:00 a.m. 
lountain Time Zone) 
)a-2 :30 p.m. 
facific Time Zone) 

JNDAY THRU FRIDAY 




The American School of the Air, broadcast 
for the first time to the Latin American Repub- 
lics, is in its twelfth year of broadcasting on 
CBS. An estimated 8,000,000 students in the 
United States alone listen regularly to the 
series. 

MOtiDAYS — Americans at Work 
FEBRUARY 3 : Citrus Fruits. 
FEBRUARY 10: Cocoa. 
FEBRUARY 17: Cattle. 
FEBRUARY 24: Gold and Silver. 

TUESDAYS — Wellsprings of Music 
FEBRUARY 4: Songs of the Vaqueros. 
FEBRUARY 11: Latin-American Music. 
FEBRUARY 18: Negro Spirituals. 
FEBRUARY 25 : Religious Music. 

WEDNESDAYS — New Horizons 
FEBRUARY 5 : Frozen Waters of the North. 
FEBRUARY 19: River of Dreams and Destiny. 
FEBRUARY 26: Frontier Days on the Ohio. 

THURSDAYS — Tales from Far and Near 
FEBRUARY 6: Drums in the Forest. 
FEBRUARY 13: One String Fiddle. 
FEBRUARY 20: The Red Dory. 
FEBRUARY 27 : Dark Star of Itza. 

FRIDAYS — This Living World 
FEBRUARY 7 : Money and Trade. 
FEBRUARY 14: Inter-American Communica- 
tions. 

FEBRUARY 21 : The Panama Canal. 
FEBRUARY 28: Schools for All. 



EDUCATIONAL 
PROGRAMS 



dventures in Science 
45-3 :55 p.m. 



CH THURSDAY 



f Men and Books 

!:30-12:45 p.m. 
CH SATURDAY 



Watson Davis interviews prominent scientists 
on these CBS programs, planned in conjunc- 
tion with Science Service, Inc. 



Professor John T. Frederick of the Medill 
School of Journalism, Northwestern Univer- 
sity, discusses modern books and the world's 
greatest c lassics. 



24 




GRAM AND Tl 



RELIGIOUS 
BROADCASTS 



Church of the Air 

10:00-10:30 a.m. 
1 :00-1 :30 p.m. 

EACH SUNDAY 




i 



SCRIP 





Wings Over Jordan 
9:30-10:00 a.m. 

EACH SUNDAY 



The Church of the Air is presenting its eighth 
consecutive year of Sunday morning and after- 
noon religious broadcasts. In February: 

FEBRUARY 2 : Morning: Rev. Dr. Otto H. Bi 
trom, pastor, Church of Gustavus Adolphua 
New York. 

Afternoon: Leo J. Muir, president, Northern 
States Mission of the Church of Jesus Christ 
of Latter-Day Saints. 

FEBRUARY 9: Morning: Rev. Oliver J. Hari^- 
D.D., LL.D., rector, Trinity Church, Boston. 

Afternoons: Rev. Edward E. Swanstrom, 
Ph.D., Associate Director, Catholic Charities, 
Diocese of Brooklyn. 

FEBRUARY 16: Morning: Bishop W. T. Watkin^t 
Atlanta, Georgia (Methodist). 

Afternoon : Rabbi Harry Z. Zwelling, Congr^ 
gation B'nai Israel, New Britain, Connecticut 

FEBRUARY 23: Morning: Dr. Albert Palmert 
president, Chicago Theological Seminary, Chi 
cago. 

Afternoon: Rev. James J. O'Mara, Archdio 
cesan Secretary forCatholic Charities, Detroi 



This program of religious talks and spiritua 
is presented by outstanding Negro leaders an 
educators and a choir of thirty-five voices. 

FEBRUARY 2: Mrs. Mary Foster McDavit 
president, National Congress of Colored Pa 
ents and Teachers, Montgomery, Alabama. 

FEBRUARY 9: Dr. L. D. Reddick, curatw^ 
Schomburg Collection, New York PublrJ 
Library. 

FEBRUARY 16: Rev. William M. Scott, vie 
president of Interracial Commission and pa 
tor of First Baptist Church, Blue Ridge, \ 

FEBRUARY 23: Dr. Leonidas S. James, pre: 
dent. State Teachers College, Bowie, Marylar 



eet the Music 

:05-ll:30p.m 

CH SUNDAY 




niniu 



Fredda Gibson and Jack Leonard, two of 
radio's outstanding song stylists, are featured 
vocalists with Lyn Murray and his orchestra 
and mixed chorus on this new musical series. 
Each week the program pays tribute to some 
modern song writer. 



VARIETY 



atinee at Meadowbrook 

00-5:00 p.m. 
CH SATURDAY 



Jackson Wheeler is Jive Master, Helen Lewis 
in charge of adding confusion, in this new 
series from Meadowbrook, popular New Jersey 
resort. Top-notch bands appear on the pro- 
gram, which Perry Lafferty produces. 



inging Bee" 

:00-10:30 a.m. 
CH SATURDAY 



Another new CBS Saturday morning feature 
is the "Singing Bee," conducted by Welcome 
Lewis, diminutive contralto. Contestants get 
cash awards for being able to identify a song 
and then singing, humming, or whistling it. 



ack Where I Come From 

:30-10 :45 p.m. 

CH MONDAY, 
EDNESDAY AND FRIDAY 



Burl Ives, Pete Seeger and the Golden Gate 
Quartet are featured in this program of Amer- 
ican folk music and folk humor, directed by 
Nicholas Rav. 



PERSONALITIES 



Friend in Deed 
:30-3:45 p.m. 

ONDAY THRU FRIDAY 




Richard Maxwell presents a new program, 
based on the vital idea of friendship, each 
week-day afternoon. 



lajor Bowes' Family 
1:30-12:30 p.m. 
\CH SUNDAY 



Major Bowes' family — the Dalton Brothers, 
Nicholas Cosentino, Charles Magante, Sam 
Herman, and Waldo Mayo's orchestra — pre- 
sent a spirited musical program each Sunday. 



Outdoors with Bob Edge 

:15-6:30p.m. 

ACH THURSDAY 



Bob Edge, CBS hunting and fishing expert, 
recounts anecdotes and furnishes useful infor- 
mation to sporting enthusiasts. 



o Politics 
:30-2:00 p.m. 

\CH SATURDAY 



■i 



The series features a quiz panel drawn from 
members of the National Legislature matching 
wits on any and all subjects — except "No 
Politics." 



26 



PERSONALITIES 



CHILDREN'S 
PROGRAMS 



LIGHT MUSIC 



^^^^^^ 



SCRIP 



The Old Dirt-Dobber 

10:30-11 a.m. 

EACH SATURDAY 



Tom Williams, horticultural expert of WLAC 
in Nashville, "the old dirt-dobber," answers i 
queries about trees, plants, birds, and insects. 



Let's Pretend 

1 :00-l :30 p.m. 

EACH SATURDAY 




This series, which dramatizes the world's 
greatest fairy tales, has won more awards than 
any other children's program. Directed by 
Nila Mack and presented by a cast of child< 
actors, "Let's Pretend" has already in 194(i 
won the Radio Daily Award as the best chit^ 
dren's program on the air, the Scripps-Howar^ 
nationwide poll of radio editors, and th|| 
Women's National Radio Committee AwarcDl 



"March of Games" 
1:30-2 :00 p.m. 

EACH SUNDAY 



Children who like asking questions and thoai 
who like answering get a chance on this quia 
program originated by Natalie Purvin Pragerj 
Nila Mack directing. Arthur Ross is mc ; Sybil 
f Trent, 12, is "Miss Drum Major." 



CBS Vocalists 

VARIOUS HOURS 
MONDAY THRU SATURDAY 



511 1 



The Columbia Network schedule of vocal pro fl t» ii 
grams includes many young singers of popu,«|jiLi 
lar songs in many styles and interpretationsi^BH 
Among the current vocalists are : 

Burl Ives Jack Leonard 

Genevieve Rowe 



Golden Gate Quartet, 

Four Clubmen, Symphonettes 

VARIOUS HOURS 



These harmony groups are featured on th 
Columbia Network through the week. Eac. 
group has a distinctive vocal style and is 
CBS favorite. 



Dance Orchestra 

VARIOUS HOURS 
MONDAY THRU SUNDAY 



27 



America's leading dance bands provide a fuj 
schedule of current hits and old favorites I 
Columbia listeners each evening. These to| 
ranking bands are scheduled for February: 
Bobby Day Guy Lombardo 

Tommy Dorsey Vaughn Monroe 

George Duffy Jose Morand 

Johnny Hamp Joe Reichman 

Joey Kearns Jerry Wald 



I 



BS SHORT WAVE 
ROADCAST SCHEDULE 
O EUROPE AND 
DUTH AMERICA 



RAM AND 



SCRIPTIO 




Columbia's schedule of programs to Europe 
and South America, over short wave stations 
WCBX (New York) and WCAB (Philadelphia), 
consists of programs designed exclusively for 
European and South American listeners and 
programs heard regularly over the network. 



ew8 Broadcasts 

n English) 

):15-10:30, 11:30-11:45 a.m. 
30-1 :45, 5:45-6:00, 
30-6:45 p.m. 

ONDAY THRU FRIDAY 
riItalian,German,French,Polish) 
OOnoon-lp.m., 4:30-5:30 p.m. 

ONDAY THRU SATURDAY 
1:00 noon-1 p.m., 5-6 p.m. 

INDAY 



Columbia transmits daily news programs to 
Europe in English, as well as in French, Ger- 
man, Italian and Polish. Sources for the news 
broadcasts are similar to those available to the 
network's regular reporters and analysts. A 
feature of the summaries is a review of New 
York Stock Exchange noon and closing prices. 



ollywood News 
ONDAY, 2:45-3:00 p.m. 
URSDAY, 7:45-8:00 p.m. 
ONDAY, 7:45-8:00 p.m. 



In collaboration with Will Hays' office, Colum- 
bia presents news of Hollywood once each 
week in English, Portuguese, and Spanish re- 
spectively. 



iws in Spanish 
:00-10:05 p.m. 

ONDAY THRU SUNDAY 

45-7:00 p.m. 

JNDAY THRU FRIDAY 

•00-7:15 p.m., sat. (WCBX) 
! :30-12 :45 p.m., 2 :30-2 :45 p.m. 
;45-6:00 p.m. 

ONDAY THRU FRIDAY (WCAB) 



World-wide news events are broadcast Mon- 
day through Friday by Alberto Zalamea, well- 
known journalist and native of Colombia, 
Saturday and Sunday by Americo Lugo- 
Romero (both of WCBX), Monday through 
Friday by Adriano A. Rubio (WCAB). 



fews in Portuguese 
15-7:30 p.m. 

ONDAY THRU FRIDAY 



Luis Correa, native Brazilian journalist, re- 
ports the news each week-day in Portuguese 
for Columbia's audience in Brazil. 



SPECIAL CBS 
BROADCASTS 
TO EUROPE 



SPECIAL CBS 
BROADCASTS 
TO SOUTH 
AMERICA 



armen Castelo's American 
i-avelogues in Spanish 

RST WEDNESDAY OF EACH 

ONTH, 8-8:15 p.m. 



Carmen Castelo takes her audience touring on 
a series of "dial trips" to interesting spots in 
the United States. 



ultural News in Spanish 
JiDAY, 9:00-9:15 p.m. 



Americo Lugo-Romero is heard each Wednes- 
day in a quarter -hour digest of cultural news 
of special interest to South American listeners. 



armen Castelo's Broadway 
olumn in Spanish 

iiDAY, 7:30-7:45 p.m. 



The latest news of the theater, motion pictures, 
fashions and personalities of Broadway is re- 
ported in Spanish by Carmen Castelo. 



JANUARY PROGRAMS 

Columbia's Special Feature broadcasts are arranged on a week to 
week, sometimes day to day, and even, on occasion, hour to hour 
basis. One result of this flexibility and timeliness is the following 
partial list of January programs which were arranged too late for 
inclusion in the last month's issue of the Columbia program book. 



ADDGIDA 



PUBLIC AFFAIRS 

JANUARY 3: Representative Sol Bloom, 
Democrat of New York, urged full aid to 
Great Britain, short of war, in a talk from 
Washington over the Columbia Network. 
10-10:15 p.m. 

JANUARY 3: CBS broadcast a special 
address by R. J. Thomas, president of the 
United Automobile Workers, vice-president 
of the C.I.O., and a staunch Roosevelt sup- 
porter in the 1940 election, 10 :15-10 :30p.m. 

JANUARY 6 : President Roosevelt's message 
to the opening session of the 77th Congress 
was broadcast over the coast-to-coast Colum- 
bia Network. It was simultaneously broad- 
cast to the rest of the world via CBS's two 
international short-wave stations, 12-1 p.m. 

JANUARY 8: Joseph Davies discussed "The 
1941 Inauguration" in a special CBS ad- 
dress from the studios of WJSV. Washington, 
10:15-10:30 p.m. 

JANUARY 10: Former Governor Alfred E. 
Smith of New York spoke for aid to Great 
Britain and called for American "dynamic 
non-belligerence" in a CBS address under the 
auspices of the Committee to Defend Amer- 
ica by Aiding the Allies, 10-10:15 p.m. 



JANUARY 11: Harriet Elliott, consumer 
member of the National Defense Advisory 
Commission, analyzed plans for preserving 
America's living standards during the pres- 
ent emergency, 2-2:15 p.m. 

JANUARY 11: Dr. Frank Kingdon, educa 
tional director of the Citizenship Educa 
tional Service, spoke on the topic, "Youth's 
Antidote to Hate," in connection with the 
national conference of Camp Fire Girls 
executives, 2:15-2:30 p.m. 



5in-li 



JANUARY 11: Representative Hamiltoii 
Fish, Jr., Republican of New York, answered 
his own query, "Is America for War o 
Peace?" in a special CBS broadcast. Mij^ 
Fish, ranking Republican member of th| 
House Foreign Affairs Committee, spok 
from Washington. 10:15-10:30 p.m. 

1 

JANUARY 15: Senator James E. Murrajj 
Democrat of Montana, discussed the bill h . 
introduced in the Senate to aid small bus 
nesses, 10:15-10:30 p.m. 

JANUARY 17: Senator James E Byrn&j 
Democrat of South Carolina, urged aid 
Great Britain in a special Columbia Ne 
work address from the studios of WJS^ 
Washington, 10-10:15 p.m. 



29 



Ml 



JANUARY 17: Senator Guy M. Gillette, 
emocrat of Iowa, spoke over CBS on "The 
al War Issues" from Washington, 10:15- 
:30 p.m. 



JANUARY 18: Former Senator Ernest W. 
bson of Vermont made his first radio ad- 
ess since he was selected as chairman of 
e Committee to Defend America by Aid- 
g the Allies over the Columbia Broadcast- 
g System, 10:15-10:30 p.m. 

JANUARY 19: Four leaders of the C.I.O. 
plained the views of their organization on 
operation in basic industries over CBS. 
1 the program Albert Warner. Columbia's 
ashington correspondent, interviewed 
lilip Murray, president of the C.I.O.. R. J. 
lomas. president of the United Automobile 
orkers of America, Thomas Kennedy, sec- 
tary-treasurer of the United Mine Workers 
America, and David McDonald, secretary 
the Steel Workers Organizing Committee, 
2:30 p.m. 



JANUARY 22:- Representative Frederick C. 
nith. Republican of Ohio, discussed "The 
;nd-Lease Bill" in a special CBS address 
om Washington, 10:15-10:30 p.m. 

JANUARY 23: Douglas Fairbanks, Jr.. 
ovie-star and chairman of the Hollywood 
anch of the Committee to Defend America 
' Aiding the Allies, urged aid to Great 
"itain in an address from Washington. 
30-5:45 p.m. 

JANUARY 24: Stephen T. Early, chief sec- 
tary and press liaison man for President 
josevelt, addressed members of the Minne- 
'ta Editorial Association, convened in St. 
ml. Mr. Early talked about the President's 
ess conferences and his relations with the 
■wspapers, 10-10:30 p.m. 

JANUARY 24: An evaluation of the Air 
efense Command was broadcast over CBS 



from the control room of the Air Defense at 
Mitchell Field. Long Island, 10:30-10:45 
p.m. 

JANUARY 25: CBS broadcast an address 
by Mrs. Franklin D. Roosevelt on "Public 
Housing Policies, Plans and Needs" from 
the luncheon meeting of the National Hous- 
ing Conference in New York, 1 :45-2 p.m. 

JANUARY 25: General Hugh S. Johnson, 
columnist John T. Flynn, and James P. War- 
burg were heard in a discussion of the Lend- 
Lease Bill from Washington and New York, 
2:30-3 p.m. 

JANUARY 25: CBS broadcast an address 
by Ronald Cross, British Minister of Ship- 
ping, direct from London, 5:30-5:45 p.m. 

JANUARY 25 : Senator Robert A. Taft, Re- 
publican of Ohio, presented his views on the 
"Lend-Lease Bill" over the coast-to-coast 
Network of the Columbia Broadcasting Sys- 
tem. His address originated at the main ball- 
room of the Waldorf-Astoria in New York, 
10:15-10:45 p.m. 

JANUARY 26: Three leaders of the Ameri- 
can Federation of Labor explained how their 
organization cooperates for national defense 
in the basic industries. The A. F. of L. 
spokesmen, interviewed in Washington by 
Columbia's Albert Warner, were: William 
Green, president of the A. F. of L., John P. 
Coyne, president of the A. F. of L. Building 
Trades Department, and Joseph McDon- 
ough, secretary of the A. F. of L. Metal 
Trades Department, 2-2:30 p.m. 

JANUARY 29: General Robert E. Wood, 
chairman of the America First Committee, 
spoke in opposition to the extension of aid 
to Great Britain beyond the limits of the 
cash-and-carry neutrality law. General 
Wood's address, which was heard under the 
auspices of his Committee, originated in 
Chicago, 10:15-10:30 p.m. 



30 




JANUARY 30: Under-Secretary of State 
Sumner \^elles was heard over the nation- 
wide facilities of CBS, when he addressed 
the Alunini Association of the Xew \ork L ni- 
versity School of Law. 10:15-10:45 p.m. 

SPECIAL EVENTS 

JANUARY 10: CBS carried a special broad- 
cast from Buenos Aires to the convention of 
International Radio Engineers in Xew \ork 
City, 9:35-9:45 p.m. 

JANUARY 12: Five governors and one 
mayor participated in a half-hour broadcast 
over CBS and the two other major networks, 
urging support for the infantile paralysis 
drive. Those who spoke, under the auspices 
of the Committee for the Celebration of the 
President's Birthday, were: Governor 
Leverett Saltonstall of Massachusetts. Gov- 
ernor Prentice Cooper of Tennessee. Gover- 
nor M. D. Van agoner of Michigan, Gov- 
ernor Homer M. Adkins of Arkansas, Gover- 
nor Culbert L. Olson of California, and 
Mavor Ben E Stapleton of Denver. Colorado. 
2-2 :30 p.m. 

JANUARY 18: Another broadcast under 
the auspices of the Committee for the Cele- 



1 

1, 

I 



bration of the President s Birthday featured ! 
CBS newsmen \^illiam L. Shirer. Eric 
Sevareid. Elmer Davis. Albert \^arner. and 
Charles Daly. 10:30-10:45 p.m. 

JANUARY 25: Many stars of the entertain- 
ment world joined in "The March of Dimes" 
program in behalf of the annual appeal for I 
the infantile paralysis fund. The broadcast, 
which originated in Hollywood, starred i 
Eddie Cantor as master-of-ceremonies, Amas j 
"n" Andy. Bob Hope. Burns and Allen. Fibber | 
McGee and Mollie, Mickey Rooney. Fannie 
Brice, Edgar Bergen, Dinah Shore. Jack 
Benny. James Cagney. Humphrey Bogart, 
Rudy \allee. Connie Boswell. Lionel Barry- j 
more. Joan Blondell. and many others. 11- i 
12 midnight. 

JANUARY 27: "The Church in the World ' 
Crisis" was the topic of a CBS broadcast 
under the auspices of the Congregational i 
Christian Committee for Assistance to War j 
\ ictims. 5:30-5:45 p.m. 

JANUARY 30: An address by President 
Roosevelt climaxed the nationwide drive for 
the National Foundation for Infantile 
Paralysis. The hour-long broadcast included: 
portions from President s Birthday balls in i 
five cities. 11 :15 p.m. -12:15 a.m. 



THE COLUMBIA BROADCASTING SYSTEM 

Sales and administrative offices: 485 Madison Avenue, New York • 182 Tremont Street. Boston 
1622 Chestnut Street. Philadelphia • 410 North Michigan Avenue. Chicago • 902 Fisher Build- 
ing. Detroit • Mart Building, St. Louis • 625 Second Avenue. South Minneapolis • Wilder 
Building, Charlotte, North Carolina • ol7 Earle Building, Washington • Columbia 
Square, Hollywood • Palace Hotel, San Francisco • 14 Langham Place, W. 1, London 



CBS PROGRAM BOOK MARCH, 1941 




"Where's the best place to get the largest network 
audiences, against all competition on the air, today?" 



Current program ratings give the answer impar- 
tially for all networks. And every grouping of 
them tells the same story. 

COLUMBIA IS FIRST-by wide margins! 

Take the most tensely competitive of all program 
hours: 8:00 to 10:00 in the evening. 

Current program ratings ( in both the standard rat- 
ing services) show that on week-day evenings: 

CBS delivers the largest audience to its 
sponsors, against all direct competition 
on the air, five times more often than the 
second network. 

Here's the exact score (by quarter hour periods) 
from the most widely accepted rating service: 

30 "firsts" for CBS ... 6 "firsts" for Net- 
work B . . . 4 "firsts" for Network C. 

For the entire week-day evenings (six o'clock 
through midnight) the score remains better than 
three to one in Columbia's favor. 



For aZZ seven evenings of the week, the data show: 

CBS - 7 1 quarter-hour "firsts" 

Network B — 41 quarter-hour "firsts" 
Network C — 15 quarter-hour "firsts" 

And CBS maintains its substantial lead in pro- 
gram-firsts through the entire day. 

THIS IS NETWORK LEADERSHIP... 

Each CBS sponsor directly benefits from the 
strongest program schedule in radio — passing on 
great audiences from one program to the next, 
more often than any other network. 

You find its obvious reflection in the advertiser's, 
as well as the audience's, preference for CBS. 

Most sharply, perhaps, in the fact that the coun- 
try's largest advertisers — those with the biggest 
jobs to do— chose Columbia more often than they 
chose any other network. 

In 1941, as in 1940, 1939, 1938, 1937, 1936, 1935 
and 1934. 



OADCASTING SYSTEM PACE-SETTER OF THE NETWORKS 



IHflMll, 



THE COLIIMIIlft 
num BOOK 

CBS SPONSORED PROGRAMS: pp. 3 to 13 
WABC SPONSORED PROGRAMS: pp. 14 to 16 
CBS SUSTAINING PROGRAMS: pp. 17 to 28 

Published monthly for advertising executives by 
THE COLUMBIA BROADCASTING SYSTEM 
485 Madison Avenue, New York City, N. Y. 



(]0LII1IBIA lETHOIlK CLIEITS 



• AUTOMOTIVE 

CHRYSLER CORPORATION: 

Plymouth, Dodge, DeSoto, 

Chrysler motor cars Page 5 

FORD MOTOR COMPANY: 

Ford cars, trucks, tractors, Mercury, 

Lincoln Page 7 

• CIGARETTES & TOBACCO 

AMERICAN TOBACCO COMPANY: 

Lucky Strike Cigarettes .... Page 3 
BROWN & WILLIAMSON TOBACCO CORP.: 

Raleigh Cigarettes Page 4 

LIGGETT & MYERS TOBACCO COMPANY: 

Chesterfield Cigarettes. 

Velvet Cigarette and Pipe Tobacco Page 10 

P. LORILLARD COMPANY: 

Old Gold Cigarettes Page 13 

PENN TOBACCO COMPANY: 

Kentucky Club Pipe Tobacco . . Page 10 

PHILIP MORRIS & COMPANY, LTD. : 

Philip Morris Cigarettes . . . . Page 11 

R. J. REYNOLDS TOBACCO COMPANY: 
Camel Cigarettes, 

Prince Albert Tobacco .... Page 12 

U. S TOBACCO COMPANY: 

DilFs Best. Model Tobacco . . . Page 13 
« CONFECTIONERY 

AMERICAN CHICLE COMPANY: 

Chiclets Page 13 

DOUBLEMINT GUM: 

Doublemint Gum Page 6 

PETER PAUL, INC.: 

Mounds Page 14 

SPEARMINT GUM : 

Spearmint Gum Page 12 

• DRUGS & TOILET GOODS 

AFl ILIATED PRODUCTS, INC.: 

Edna Wallace Hopper Cosmetics, 

Louis Philippe. Kolynos .... Page 3 

ANACIN COMPANY: 

y\nacin Page 3 



ARMOUR SOAP WORKS : 

Luxor Toiletries Page i 

BATHASWEET CORPORATION: 

Bathasweet Products Page 11 

BAYER COMPANY: 

Bayer Aspirin Page ', 

CAMPANA SALES COMPANY: 
Campana Hand Cream, 
Italian Balm, Dreskin, Coolies, 

D. D.D., Old South Toiletries . . Page ' 

CHESEBROUGH .MANUFACTURING COMPANY 

Vaseline Preparations .... Page ; 

COLGATE-PALMOLIVE-PEET COMPANY : 

(See also Laundry Sonpsj 
Colgate Dental Cream. 
Palmolive Shave Cream. 
Palmolive Brushless Shave, 
Palmolive Soap, 

Colgate Tooth Powder .... Pages 5, 

COLONIAL DAMES, INC.: 

Cosmetics Pagel 

GILLETTE SAFETY RAZOR COMPANY: 

Gillette Shaving Cream. 

Safety Razors and Blades . . . Page 

LADY ESTHER LTD. : 

Face Powder. Face Cream. 

Rouge, Lipstick and Nail Polish . Page 

LEVER BROTHERS COMPANY: 

(See also Foods; Laundry Soaps) 

Lux Toilet Soap, Lifebuoy . . . Page 

LOS ANGELES SOAP COMPANY: 

White King Soap, 

Sierra Pine Toilet Soap .... Page ] 

MAGAZINE REPEATING RAZOR CO. : 

Schick Injector Razors and Blades Page 1 

MENNEN COMPANY: 

Mennen Shave Products . . Pages 10, - 

THE PROCTOR & GAMBLE COMPANY: 

(See also Laundry Soaps; Foods) 

Teel. Drene, Ivory, Camay . . . Page 

E. R. SQUIBB & SONS : 

Squibb Products Page i 



J3fl- 



FOODS & BEVERAGES 

MOUR AND COMPANY: 

eet Page 3 

[E BEST FOODS, INC.: 

icoa, Margarine, Hellman's 

lyonnaise Page 3 

why's, inc.: 

iri-Rich Products Page 4 

EAKFAST CLUB COFFEE: 

ffee Page 14 

LIFORNIA FRUIT GROWER'S EXCHANGE: 

nkist Oranges, Lemons . . . Page 4 

MPBELL SOUP COMPANY : 

mpbelPs Soups, 

ans, and Tomato Juice .... Page 4 

anco-American Macaroni 

d Spaghetti Page 5 

CA-COLA COMPANY: 

ca-Cola Page 5 

NTINENTAL BAKING COMPANY, INC.: 

onder Bread Page 6 

RTISS CANDY COMPANY: 

ndy Page 6 

ORIDA CITRUS COMMISSION: 

rida Citrus Fruit Page 7 

NEPAL FOODS' CORPORATION: 

e also Laundry Soaps) 

ape Nuts. Post Toasties, Sanka, 

inute Tapioca, Postum, 

amond Crystal Salt, 

ixvvell House Coffee, 

ist's W/c Bran Flakes, 

st Toasties, Calumet, 

kfansdown Pages 7, 8 

stum Page 13 

NERAL MILLS, INC. : 

heaties Page 8 

3NIZED YEAST, INC.: 

jnized Yeast Page 8 

<IOX GELATINE COMPANY: 

lox Sparkling Gelatine . . . Page 14 

VER BROTHERS COMPANY: 

r also Drugs; Laundry Soaps) 
irv 



. Page 9 
. Page 10 



lOMAS J. LIPTON, INC.: 
pton's Tea and Tea Bags . 

T MILK SALES CORPORATION: 

t E\aporated Milk Page 10 



time listed on the following pages is curre 



PLANTERS NUT & CHOCOLATE COMPANY: 

Planters Salted Peanuts, 

Planters Peanut Oil Page 14 

THE PROCTER & GAMBLE COMPANY: 

(See also Toilet Goods; Laundry Soaps) 

Crisco Page 11 

' LAUNDRY SOAPS & ACCESSORIES 

COLGATE-PALMOLIVE-PEET COMPANY : 

(See also Toilet Goods) 

Concentrated Super Suds, Crystal White, 
Octagon Products Pages 5, 6 

THE CUDAHY PACKING COMPANY: 

Old Dutch Cleanser Page 6 

GENERAL FOODS CORPORATION: 

(See also Foods) 

La France, Satina Page 7 

LEVER BROTHERS COMPANY: 

(See also Drugs; Foods) 

Rinso Page 9 

THE PROCTER & GAMBLE COMPANY: 

(See also Toilet Goods; Foods) 

Ivorv, Oxvdol. Chipso .... Page 11 

LUBRICANTS 

AMERICAN OIL COMPANY: 

Amoco-Gas, Orange American Gas Page 3 

GULF OIL CORPORATION: 

Motor Oil and Gas Page 8 

TEXAS COMPANY: 

Texaco Products Page 12 

• MISCELLANEOUS 

COMMERCIAL CREDIT COMPANY: 

Automobile Finance Service . . Page 6 

EVERSHARP, INC.: 

Eversharp Pens and Pencils . . Page 7 

INTERNATIONAL SILVER COMPANY: 

International Sterling and 

1847 Rogers Bros. Silverplate . . Page 8 

LIBBEY-OWENS-FORD GLASS COMPANY: 

Flat Glass Products Page 9 

NATIONAL LEAD COMPANY: 

Products Page 14 

PRUDENTIAL INSURANCE COMPANY 
OF AMERICA: 

Insurance Services Page 12 

ALEXANDER SMITH & SONS CARPET 
COMPANY: 

Carpets Page 13 

SOIL OFF MANUFACTURING CO.: 

Cleaning Fluid Page 14 

nt New York time unless otherwise indicated. 



CLIENT AND PROGRAM 



TIME 



PRODUCT AND AG 



AFFILIATED PRODUCTS, INC. 

{421st Week on CBS) 

The Romance of Helen Trent 

Serial drama 



Mon. thru Fri. 
12:30-12:45 p.m. 
43 CBS stations 

ORIGINATES: WBBM 



Edna Wallace Hopper 
Cosmetics, Kolynos 
Blackett-Sample- 
Hummert, Inc. 



AMERICAN OIL COMPANY 

{136th Week on CBS) 

The Human Side of the News 

by Edwin C. Hill 


Mon. thru Fri. 
6:05-6:1,5 p.m. 

48 CBS stations 

ORIGINATES: WABC 


Amoco-Gas 

Orange American Gas 

The Joseph Katz 

Company 


AMERICAN TOBACCO COMPANY 

(252nd Week on CBS) 

Your Hit Parade 

Mark Warnow's Orchestra, 
Barry Wood, Bea Wain, 
Hit Paraders Chorus 


Saturday 
9:00-9:45 p.m. 
Rebroadcast 
12mid.-12:45 a.m. 
106 CBS stations 

ORIGINATES : WABC 


Lucky Strike Cigarettes 
Lord & Thomas 


Broadcast from military training 
i camps featuring Jerry Lester, Dean 
1 Janis, Floria Vestoff, Gali Gali, and 
1 name band-of-the-week 






ANACIN COMPANY 

1 (203rd Week on CBS) 

f Our Gal, Sunday 


Mon. thru Fri. 
12:45-1:00 p.m. 
51 CBS stations 

ORIGINATES: WABC 


Anacin 

Blackett-Sam ple- 
Hummert, Inc. 


ARMOUR AND COMPANY 

. (3rd Week on CBS) 

1 Treat-Time 

^ with Buddy Clark 


Mon., Wed., Fri. 
11:00-11 :15 a.m. 
51 CBS stations 

ORIGINATES: WBBM 


Treet 

Lord & Thomas 



ARMOUR SOAP WORKS Saturday Luxor Toiletries 

{2nd Week on CBS) 7:30-8 :00 p.m. Lord & Thomas 

35 CBS stations 

Wayne King and His Orchestra originates : wbbm 
Music 



BAYER COMPANY 

(283rd Week on CBS) 

Second Husband 

with Helen Menken, presented 
by the Famous Actors' Guild 



Tuesday 
7:30-8:00 p.m. 
74 CBS stations 

ORIGINATES: WABC 



Bayer Aspirin 
Bl ackett-Sample- 
Hummert, Inc. 



THE BEST FOODS, INC. 

(77th Week on CBS) 

We the Abbotts 

Serial drama 



Mon. thru Fri. 
4:15-4:30 p.m. 
Rebroadcast 
7:15-7 :30 p.m. 
57 CBS stations 
originates: wabc 



Nucoa, Margarine, 
Hellman's Mayonnais(: 
Benton & Bowles, 




)WEY'S, INC. 

2nd Week on CBS) 

NcM s and Rhythm 

with Dale Evans, vocalist, Todd 
Hunter, news commentator, Tommy 
Bartlett. Dari-Rich Orchestra 



Sunday 

11:05-11:30 a.m. 
Rebroadcast 
1:35-2:00 p.m. 
34 CBS stations 
originates: wbbm 



Dari-Rich Products 
Sorensen & Company 



i 



tOWN & WILLIAMSON TOBACCO 
bRPORATION 

Uth Week on CBS) 

■ Paul Sullivan Reviews 
I the New s 



Mon. thru Thurs. 
6:30-6:45 p.m. 
Rebroadcast 
1:00-1:15 a.m. 
29 CBS stations 

ORIGINATES: WHAS 



Raleigh Cigarettes 

Batten, Barton, Durstine 
& Osborn, Inc. 



JFORNIA FRUIT GROWERS 
tCHANGE 

ith Week on CBS) 

Sunkist Presents Hetlda 
Hopper's Hollywood 



Mon., Wed., Fri. 
6:15-6:30 p.m. 
41 CBS stations 

ORIGINATES: KNX 



Sunkist Oranges 
Sunkist Lemons 
Lord & Thomas 



IPANA SALES COMPANY 
%Oth Week on CBS) 



I First Nighter 

jwith Barbara Luddy and 



iLes Tremayne 
\Drama 



Tuesday 
8:30-8:55 p.m. 
55 CBS stations 

ORIGINATES: WBBIM 



Campana Hand Cream, 
Italian Balm, Dreskin. 
Coolies, D.D.D., Old South 
Toiletries 

Aubrey, Moore & 

W^allace, Inc. 



iMPBELL SOUP COMPANY 

p/^ Week on CBS) 

j Campbell Playhouse 
I with guest stars 

Amos 'n' Andy 

Sena/ comedy-drama 



Martha Webster 
1 ■ with Bess Flynn 
Dramatic serial 



Fletcher Wiley 

Talks 



Friday 

9:30-10:00 p.m. 

65 CBS stations 

ORIGINATES: WABC 



Mon. thru Fri. 
7:00-7:15 p.m. 
Rebroadcast 
11:00-11:15 p.m. 
61 CBS stations 

ORIGINATES: KNX 

Mon. thru Fri. 
11:15-11:30 a.m. 

Rebroadcast 
3:00-3:15 p.m. 
58 CBS stations 

ORIGINATES : WABC 

Mon. thru Fri. 
2:30-2:45 p.m. 
36 CBS stations 

ORIGINATES: KNX 



Campbell s Soups 
W^ard Wheelock 
Company 



Campbell's Soups 
Ward Wheelock 
Company 



CAMPBELL SOUP COMPANY 

Continued 

Lanny Ross 

Songs 



Mon. thru Fri. 
7:15-7:30 p.m. 
Rebroadcast 
11:15-11 :30 p.m. 
58 CBS stations 
(Mon. and Wed. 
57 CBS stations) 

ORIGINATES: WABC 



Franco-American 
Macaroni and Spaghetti 
Ruthrauff & Ryan, It 



CHESEBROUGH MANUFACTURING 
COMPANY, CONSOLIDATED 

(121st Week on CBS) 

Dr. Christian 

with Jean Hersholt 



Wednesday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11:5.5 p.m. 
65 CBS stations 

ORIGINATES: KNX 



Vaseline Preparations 
McCann-Erickson, In 



CHRYSLER CORPORATION 

(260th Week on CBS) 

Major Bowes' 
Original Amateur Hour 

Elmer Davis 

News 



Thursday 
9:00-10:00 p.m. 
86 CBS stations 

ORIGINATES: WABC 



Mon., Wed., 
Thurs., Fri. 
8:55-9:00 p.m. 
100 CBS stations 

ORIGINATES: ON TOUR 



Plymouth, Dodge, 
DeSoto, Chrysler 

Ruthrauff & Ryan, I 



Chrysler Fluid Drive 

Automobiles 

Lee Anderson Adver 
tising Company 



COCA-COLA COMPANY 

(80th Week on CBS) 

Pause That Refreshes 
On the Air 

with Andre Kostelanetz and his 
45-piece orchestra, Albert Spalding, 
and guest soloists 



Sunday 

4:30-5:00 p.m. 
105 CBS stations 

ORIGINATES: WABC 



Coca-Cola 

D'Arcy Advertising 
Company, Inc. 



COLGATE-PALMOLIVE-PEET 
COMPANY 

(268th Week on CBS) 

Colgate Ask-It-Basket 

with Ed East 
Variety-Quiz program 
City Desk 

Drama 



Woman of Courage 

Serial drama 



Thursday 
8:00-8:30 p.m. 
Rebroadcast 
11:30-12 mid. 

68 CBS stations 

ORIGINATES: WABC 

Thursday 
8:30-8:55 p.m. 
Rebroadcast 
12:00-12:25 a.m. 

69 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
10:45-11:00 a.m. 
64 CBS stations 

ORIGINATES: WABC 



Colgate Dental Cream 
Ted Bates, Inc. 



Palmolive Shave Crea 
Palmolive Brushless ' 
Ted Bates. Inc. 



Octagon Products 
Ted Bates, Inc. 

Crystal White 

Sherman & Marqul 



Inc. 





)LGATE-PALMOLIVE-PEET 
JMPANY 

nlinued 

Myrt and Marge 

Serial drama 


Men. thru Fri. 
10:15-10:30 a.m. 
Rebroadrast 
4:15-4:30 p.m. 
82 CBS stations 
originates: wabc 


New Concentrated Super 
Suds 

Super Suds 

Sherman & Marquellc. 
Inc. 




Hilltop House 

starring Bess Johnson 
Serial drama 


Mon. thru Fri. 
4:30-4:45 p.m. 
81 CBS stations 

ORIGINATES: WABC 


Palmolive Soap 
Ward W^jeelock 
Company 


i'iO) 


Stepmother 

Serial drama 


Mon. thru Fri. 
10:30-10:45 a.m. 

Rebroadrast 
4:4,^-5:UU p.m. 
49 CBS stations 

ORIGINATES: WBBM 


Colgate Tooth Powder 
Sherman & Marquette, 
Inc. 


K. 

er 
k 

m 

oni 


[>MMERCIAL CREDIT COMPANY 
9th Week on CBS) 

Bob Trout 

News 


Mon., Wed., Fri. 
6:00-6:05 p.m. 

Rebroadcasts 
11:00-11:05 p.m. 
11:55-12 mid. 
Saturday 
10:30-10:35 p.m. 
64 CBS stations 
originates: wabc 


Automobile Finance 

Service 

O'Dea, Sheldon & 
Canaday, Inc. 


Kflij 
r 

Inc. 


JNTINENTAL BAKING CO., INC. 

21st Week on CBS) 

Your Marriage Club 

with Haven MacQuarrie 
Quiz 


Saturday 
8:00-8:30 p.m. 
Rebroadrast 
11:00-11 :30 p.m. 
48 CBS stations 
originates: wabc 


Wonder Bread 
Ted Bates, Inc. 




aE CUDAHY PACKING COMPANY 

22nd Week on CBS) 

Bachelor's Children 

Serial drama 


Mon. thru Fri. 
9:45-10:00 a.m. 
lo CBb stations 

ORIGINATES: WBBM 


Old Dutch Cleanser 
Blackett-Sample- 
Humniert, Inc. 




JRTISS CANDY COMPANY 

3rd Week on CBS) 

News 

with Jac kson Wheeler 


Sat., Sun. 
11:00-11:05 a.m. 

S8 CRS stations 
ORIGINATES: WABC 


Candy 

C. L. Miller Company 


1 ■, 


QUBLEMINT GUM 

54th Week on CBS) 

Melody Ranch 

with Gene Autry 
irestern dramatic series 


Sunday 

6:30-6:55 p.m. 
69 CBS stations 

ORIGINATES: KNX 


Doublemint Gum 
] . Walter Thompson 
Company 


ill* 


i 




4 



CLIENT AND PROGRAM 



EVERSHARP, INC. 

{74th Week on CBS) 

Take It or Leave It 

with Bob Hawk, MC, David Ross 

Quiz 




E PRODUCT AN 



Sunday 
10:00-10:30 p.m. 
59 CBS stations 

ORIGINATES: ON TOUR 



Eversharp Pens and Pencij 
The Biow Company 



0^ 



FLORIDA CITRUS COMMISSION 

(53rd Week on CBS) 

Mary Margaret McBride 

Talks 



Mon. thru Fri. 
3:00-3:15 p.m. 
38 CBS stations 
(Tues. and Thurs. 
21 CBS stations) 

ORIGINATES: WABC 



Florida Citrus Fruit 
Arthur Kudner, Inc. 



FORD MOTOR COMPANY 

(359th Week on CBS) 

Sunday Evening Hour 

Ford Symphony Orchestra and 
Chorus, guest conductors, 
and soloists 

IPith Talks by W. J. Cameron 



Sunday 

9:00-10:00 p.m. 
57 CBS stations 

ORIGINATES: WJR 



Ford motor cars, trucks, 
and tractors 
Mercury 
Lincoln 

McCann-Erickson, In 



m 



GENERAL FOODS CORPORATION 

(301st Week on CBS) 

We, the People 

with Gabriel Heatter and guests 

Real-life experiences 

Kate Smith Hour 

with Kate Smith, Ted Collins, Jack 
Miller and his orchestra, Ted Straeter 
and his chorus, Charlie Cantor 
and Minerva Pious 

Music, comedy, and drama 



I 



Kate Smith Speaks; News 

Talks and news 



Home of the Brave 

Serial drama 



ill 



Joyce Jordan, Girl Interne 

Serial drama 



Tuesday 
9:00-9:30 p.m. 
Rebroadcast 
12:00-^12 :30 a.m. 
81 CBS stations 

ORIGINATES: WABC 

Friday 

8:00-8:55 p.m. 

Rebroadcast 
12:00-12:55 a.m. 
91 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
12:00-12:15 p.m. 

79 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
2:45-3:00 p.m. 

80 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
2:15-2:30 p.m. 
Rebroadcast 
6:30-6:45 p.m. 
59 CBS stations 

ORIGINATES: WABC 



Sanka 

Young & Ruhicam, h 



m 



Grape Nuts 

Young & Ruhicam, I, 



y 



Swansdown Cake Flour 
Young & Ruhicam, I 

Diamond Crystal Salt 
Benton & Bowles, Id 

Calumet Baking Powde 
Swansdown Cake Floui 
Young & Ruhicam, I . 



La France 
Satina 

Minute Tapioca 

Young & Ruhicam, l\ 



i 



[eneral foods corporation 

\ontinued 

Young Dr. Malone 

Serial drama 



Kate Hopkins 

Serial drama 



Portia Faces Life 

Serial drama 



Mon. thru Fri. 
2:00-2:15 p.m. 
Rebroadcast 
6:00-6:15 p.m. 
84 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
4:45-5:00 p.m. 
Rebroadcast 
3:30-3:45 p.m. 
44 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
4:00-4:15 p.m. 
Rebroadcast 
12:15-12:30 p.m. 
84 CBS stations 

ORIGINATES: WABC 



Post's 40% Bran Flakes 
Benton & Bowles, Inc. 



Maxwell House Coffee 
Benton & Bowles, Inc. 



Post Toasties 

Benton & Bowles, Inc. 



ENERAL MILLS, INC. 
33rd Week on CBS) 

By Kathleen Norris 

Dramatization of her novels 



Mon. thru Fri. 

10:00-10:15 a.m. 

Rebroadcast 

11 :45 a.m.-12:00 noon 

40 CBS stations 

ORIGINATES : WABC 



Wheaties 

Knox Reeves 
Advertising, Inc. 



ILLETTE SAFETY RAZOR COMPANY 

3rd Week on CBS) 

Elmer Davis 

News 

lus tULF OIL CORPORATION 

mth Week on CBS) 

Gulf Screen Guild Theatre 

with Roger Pryor, MC, screen stars, 
Oscar Bradley's Orchestra, 
John Hiestand 



Tues., Fri. 
8:55-9:00 p.m. 
57 CBS stations 

ORIGINATES: WABC 



Gillette Shaving Cream, 
Safety Razors and Blades , 
Maxon, Inc. 



4 



Sunday 

7:30-8:00 p.m. 
79 CBS stations 

ORIGINATES: KNX 



Motor Oil and Gas 

Young & Riibicain. Inc. 



4 



lis VTERNATIONAL SILVER COMPANY 



55th Week on CBS) 
Silver Theatre 

Conrad Nagel, Narrator-director, 
and guest stage and screen stars 



Sunday 

6:00-6:30 p.m. 
57 CBS stations 

ORIGINATES: KNX 



International Sterling and 
1847 Rogers Bros. 
Silverplate 

}oung & Ruhicam. Inc. 



)0 



RONIZED YEAST CO., INC. 

'5th Week on CBS) 

Court of Missing Heirs 

Drama 



Tuesday 
8:00-8:30 p.m. 

Rebroadcast 

11 .30-12:00 mid. 

75 CBS stations 

ORIGINATES : WABC 



Ironized Yeast 

Ruthrauff & Ryan, Inc. 



CLIENT AND PROGRAM 



E PRODUCT AND AG 



LADY ESTHER, LTD. 

{377th Week on CBS) 

Guy Lombardo and His 
Orchestra 

Popular music 




Monday 
10:00-10:30 p.m. 
64 CBS stations 

ORIGINATES: WABC 



Face Powder, Face Crear 
Rouge, Lipstick and 
Nail Polish 

Pedlar & Ryan, Inc 



LEVER BROTHERS COMPANY 

(291st Week on CBS) 

Lux Radio Theatre 

Cecil B. DeMille, director, 
with stars of stage and screen 
Drama 

Big Town 

with Edward G. Robinson, Ona 
Munson, Leith Stevens' Orchestra 
Drama 



Meet Mister Meek 

Drama 



Big Sister 

with Alice Frost. Martin Gabel 
Serial drama 



Aunt Jenny's Real Life Stories 

Dramatic sketches 



Monday 

9:00-10:00 p.m. 
66 CBS stations 
30 CBC stations 

ORIGINATES: KNX 



Wednesday 
8:00-8:30 p.m. 
Rebroadcast 
9:30-10:00 p.m. 
75 CBS stations 

30 CBC stations 

ORIGINATES: KNX 

Wednesday 
7:30-8:00 p. m. 
Rebroadcast 
10:30-11:00 p.m. 
64 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
11:30-11:45 a.m. 
Rebroadcast 
2:00-2:15 p.m. 
75 CBS stations 

31 CBC stations 

ORIGINATES: WABC 

Mon. thru Fri. 
11:45-12:00 noon 
Rebroadcast 
2:15-2:30 p.m. 
63 CBS stations 

ORIGINATES: WABC 



Lux Toilet Soap 

/. Walter Thompson 
Company 



Rinse 

Ruthrauff & Ryan, In 



Lifebuoy 

William Esty & 
Company, Inc. 



Rinso 

Ruthrauff & Ryan, lj. 



Spry 

Ruthrauff & Ryan, h 



LIBBEY-OWENS-FORD GLASS 
COMPANY 

{23rd Week on CBS) 

Design for Happiness 

with 65-piece Chicago Woman's 
Symphony Orchestra, directed by 
Izler Solomon, and guest soloists 
Symphonic music 
(This series ends March 23) 



Sunday 

5:00-5:30 p.m. 
81 CBS stations 

ORIGINATES: WBBM 



Flat Glass Products 
Fuller and Smith 
and Ross, Inc. 




IGGETT & MYERS TOBACCO 
OMPANY 

i25th Week on CBS) 

Glenn Miller and His Orchestra 

with Dorothy Claire, Ray Eberle 

Professor Quiz 

with Bob Trout 
Questions and answers 



Tues., Wed., Thurs. 
10:00-10:15 p.m. 
97 CBS stations 
originates: wabc 



Thursday 
10:15-10:45 p.m. 
70 CBS stations 

ORIGINATES I WABC 



Chesterfield Cigarettes 
N ewell-Emmett Co., Inc. 



Velvet Pipe and Cigarette 

Tobacco 

Neu ell-Emmetf Co.. Inc. 



flENNEN COMPANY 

jpM Week on CBS) 

Colonel Stoopnagle's 
Quixie-Dootlles 

Comedy and quiz 
(This series ends March 23) 



rHOMAS J. LIPTON, INC. 

23rd Week on CBS) 

Helen Hayes Theater 
starring Helen Hayes, with Mark 
Warnow's Orchestra, and 
George Bryan 



Sunday 

8:00-8:30 p.m. 
Rebroadcast 
10:30-11 :00 p.m. 
94 CBS stations 

ORIGINATES: WABC 



Lipton's Tea and 
Tea Bags 

Young & Ruhicam, Inc. 



rIAGAZINE REPEATING RAZOR 
:OMPANY 

(Starting March 1) 

Duffy's Tavern 

starring Ed Gardner as "Archie", 
John Kirby's Band, guest stars 



Saturday 
8:30-8:55 p.m. 

Rebroadcast 
11:30-1 1:55 p.m. 
55 CBS stations 

ORIGINATES: WABC 



Schick Injector 
Razors and Blades 
/. M. Mathes, Inc. 



Sunday 

5:30-6:00 p.m. 
46 CBS stations 

ORIGINATES: WABC 



Mennen Shave Products 
H. M. Kiesewetter 
Advertising Agency, Inc. 



E»ENN TOBACCO COMPANY 
74th Week on CBS) 

Vox Pop 

Parks and Wally 

Quiz 



Thursday 
7:30-8:00 p.m. 
50 CBS stations 

ORIGINATES: ON TOUR 



Kentucky Club Pipe 
Tobacco 

Ruthrauff & Ryan. Inc. 



'ET MILK SALES CORPORATION 

380th Week on CBS) 

Saturday Night Serenade 

Bill Perry, tenor ; Bob Trout, 
Gustave Haenschen's Orchestra 
and Chorus and guest stars 

Mary Lee Taylor 

home economist 
Household advice 



Saturday 
9:45-10:15 p.m. 
55 CBS stations 

ORIGINATES: WABC 



Tues. and Thurs. 
11:00-11 :15 a.m. 
Rebroadcast 
1:45-2 :00 p.m. 
67 CBS stations 

ORIGINATES: KMOX 



Pet Irradiated Milk 
Gardner Advertising 
Company 



10 



CLIENT AND PROGRAM 



TIME 



PRODUCT AND AGE 



PHILIP MORRIS & COMPANY, LTD. 

(238th Week on CBS) 

Johnny Presents 

Ray Block's Orchestra 
Dramatized "Perfect Crime," Floyd 
Sherman, Roger Kinney, Audrey 
Marsh, "Beverly," Glenn Cross, 
Swing 14 Chorus 
Musical variety and dramatic interlude 

The Crime Doctor 

Dramatic programs 



r nday 

9:00-9:30 p.m. 
Rebroadcast 
11:30-12:00 p.m. 
90 CBS stations 

ORIGINATES: WABC 



Sunday 

8:30-8:55 p.m. 
Rebroadcast 
11:00-11 :25 p.m. 
71 CBS stations 

ORIGINATES: WABC 



Philip Morris Cigarettes ' 

The Biow Company, Im 




Philip Morris Cigarettes 
The Bioiv Company, h 



THE PROCTER & GAMBLE CO. 

(331st Week on CBS) 

Those We Love 

with Nan Grey, Donald Woods, 

Richard Cromwell 

Drama 

The Gohlbergs 

Serial drama 



The O'Neills 

Serial drama 

Life Can Be Beautiful 

Serial drama 



I 



I 



Woman in White 

Serial drama 



Right to Happiness 

Serial drama 



Road of Life 

Serial drama 



Monday 
8:00-8:30 p.m. 
Rebroadcast 
12:00-12 :30 a.m. 
71 CBS stations 

ORIGINATES: KNX 



Mon. thru Fri. 
5:00-5:15 p.m. 

Rebroadcast 
11:30-1 1:45 a.m. 
22 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
5:15-5:30 p.m. 
17 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
1:00-1:15 p.m. 

37 CBS stations 

ORIGINATES : WABC 

Mon. thru Fri. 
1:15-1:30 p.m. 
34 CBS stations 

ORIGINATES: WBBM 

Mon. thru Fri. 
1:30-1:45 p.m. 

38 CBS stations 
17 CBC stations 

ORIGINATES: WBBM 

Mon. thru Fri. 
1:45-2:00 p.m. 
26 CBS stations 

ORIGINATES: WBBM 



Teel 
Drene 

H. W. Kastor & Som\ 



Oxydol 

Blackett-Sample- 
Hummert, Inc. 



Ivory Soap 

Compton Advertisingi 
Inc. 

Ivory Soap 

Compton Advertisingj 
Inc. 

Camay 

Pedlar & Ryan, Inc. 



Crisco 

Compton Advertising 
Inc. 



Chipso 

Pedlar & Ryan, Inc. 



)F AMERICA 

92nd Week on CBS) 

When a Girl Marries 

Serial drama 



RUDENTIAL INSURANCE COMPANY Mon. thru Fri. 




12:15-12:30 p.m. 
52 CBS stations 
originates: wabc 



Insurance Services 

Benton & Bowles, Inc. 



\. J. REYNOLDS TOBACCO 
OMPANY 

mth Week on CBS) 
Blondie 

with Penny Singleton and 
Arthur Lake 
Domestic comedy 

Al Pearce and His Gang 

with Margaret Brayton, Artie 
Auerbach, Arthur Q. Bryan, 
Carl Hoff and His Orchestra, 
and guests 
Variety 



Monday 
7:30-8:00 p.m. 
Rebroadcast 
10:30-1 1:00 p.m. 
60 CBS stations 

ORIGINATES: KNX 



Camel Cigarettes 

Prince Albert Smoking 

Tobacco 

William Esty & 
Company, Inc. 



i 



Friday 

7:30-8:00 p.m. 
Rebroadcast 
10:30^11:00 p.m. 
83 CBS stations 

ORIGINATES: KNX 



jPearmint gum 

453rd Week on CBS) 



Scattergood Baines 



ail 



Serial drama 
Dear Mom 

with John Walsh, Dolph Nelson, 
Marvin Mueller and Eloise Kummer 
Drama 



Mon. thru Fri. 
5:45-6:00 p.m. 
79 CBS stations 

ORIGINATES: WBBM 



Sunday 

6:55-7:15 p.m. 
69 CBS stations 

ORIGINATES: WBBM 



Spearmint Gum 

Arthur Meyerhoff & Co. 



5. R. SQUIBB & SONS 

frti, 34th Week on CBS) 

Frank Parker in 
Golden Treasury of Song 

with Jan Peerce 
Musical 



Mon. thru Fri. 
3:15-3:30 p.m. 
43 CBS stations 

ORIGINATES: WABC 



Squibb Products 
Geyer, Cornell & 
Newell, Inc. 



rEXAS COMPANY 
\l96th Week on CBS) 

Texaco Star Theatre 

starring Fred Allen, with Kenny 
Baker, Portland Hoffa, Al Goodman's 
Orchestra, "Mighty Allen Art 
Players", Martin Singers 
Variety 



Wednesday 
9:00-10:00 p.m. 
Rebroadcast 
12:00-1 :00 a.m. 
88 CBS stations 

ORIGINATES : WABC 



Texaco Products 
Buchanan & Co. 



COLUMBIA 
NEW 
ENGLAND 
NETWORK 



COLUMBIA 
PACIFIC 
NETWORK 



D PRUGRAM 



U. S. TOBACCO COMPANY 

(300th Week on CBS) 

Gay Nineties Revue 

starring Beatrice Kay, 

Joe Howard, MC, Billy M. Greene, 

Florodora Girls, Elm City Four, 



Monday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11:55 p.m. 
52 CBS stations 

ORIGINATES: WABC 



Dill's Best 
Model Smoking Tobacd 
Arthur Kudner, Inc. 



Jenny Lynn 



ALEXANDER SMITH & SONS 
CARPET COMPANY 

(4th Week on CBS) 

The New England Home 

with Clara Dudley 
Talks on interior decoration 



Mon., Wed., Fri. 
3:30-3 :45 p.m. 
originates: weei 



Carpets 

Anderson, Davis & 
Platte, Inc. 



AMERICAN CHICLE COMPANY 

(Beginning March 5) 

By the Way 

with Bill Henry 



Wed., Fri. 
6:15-6:30 p.m. pst 
originates: knx 



Chiclets & Dentyne 
Badger, Browning 
& Hersey, Inc. 



BATHASWEET CORPORATION 

(73rd Week on CBS) 

Bob Garred Reporting 

News 



Tues., Thurs. 
7:30-7:45 a.m. pst 
originates : knx 



Bathasweet Products 
H. M. Kiesewetter 
Advertising Agency 



COLONIAL DAMES, INC. 

(64th Week on CBS) 

"Find the Woman" 

with Knox Manning 



Friday 

9:55-10:00 p.m. pst 
originates: knx 



Cosmetics 

Glasser Advertising 
Agency 



GENERAL FOODS CORPORATION 

(30Ist Week on CBS) 

Second Wife 

Dramatic serial 



Mon. thru Fri. 
4:00-4:15 p.m. pst 

ORIGINATES: KNX 



Postum 

Young & Rubicam, In 



R LORILLARD COMPANY 

(248th Week on CBS) 

Talk Your Way Out of This One 
Don't Be Personal 



Friday 

6:00-6:15 p.m. PST 

ORIGINATES : KNX 

Wednesday 
6:00-6:15 p.m. PST 

ORIGINATES: KNX 



Sensation Cigarettes 
Lennen & Mitchell, In 



LOS ANGELES SOAP COMPANY 

(74th Week on CBS) 

Knox Manning 

News 



Mon. thru Fri. 
2:30-2:45 p.m. pst 

ORIGINATES : KNX 



White King Soap 
Sierra Pine Soap 

Raymond R. Morgan (. 



mi 



fHE MENNEN COMPANY 

98th Week on CBS) 

Bob Garred Reporting 

News 



Mon.,Wed., Fri. 
7:30-7:45 a.m. pst 

ORIGINATES: KNX 



Mennen Shaving Cream 
H. M. Kiesewetter 
Advertising Agency 



COLUMBIA 

PACIFIC 

NETWORK 

Continued 



NATIONAL LEAD COMPANY 
34th Week on CBS) 

Answer Auction 

Quiz 



Thursday 

9:30-10:00 p.m. pst 

ORIGINATES : KNX 



National Lead Products 
Erivin Wasey & Co. 



I 



»ETER PALL, L\C. 

33rd Week on CBS) 

\ Bob Garred Reporting 

News 



Men., Wed., Fri. 
5:45-5:55 p.m. PST 

ORIGINATES: KNX 



Mounds Candy 
Ten Crown Gum 

Brisacher, Davis 

& Staff 



•lanters nut and 
:hocolate company 

21st Week on CBS) 
What's On Your Mind? 



Thursday 

7:15-7:45 p.m. pst 

ORICINATES: KNX 



Planters Salted Peanuts 
Planters Peanut Oil 

Raymond R. M organ Co. 



OIL OFF MANUFACTURING 
:OMPANY 

tih Week on CBS) 



1lSH 



I Bob Garred Reporting 
News 



Thursday 

5:45-5:55 p.m. pst 
Saturday 

7:30-7:45 a.m. pst 

ORIGINATES: KNX 



Cleaning Fluid for 
Walls and Woodwork 

Hillman-Shane 

Advertising Agency, Inc. 



i.REAKFAST CLUB COFFEE, INC. 
M Week on CBS) 

Rita Murray 



Tues., Thurs. 
7:45-8:00 a.m. pst 

ORIGINATES: KNX 



Breakfast Club Coffee 
Lockwood-Shackleford 
Advertising Agency 



COLUMBIA 

CALIFORNIA 

NETWORK 



:N0X GELATINE COMPANY 

\5th Week on CBS) 

Background for Headlines 

News 



Tues., Thurs. Knox Sparkling Gelatine 

7 :50-8 :00 p.m. pst Kenyon & Eckhardt. Inc. 

Saturday 

7:45-8 :00 p.m. pst i 

ORIGINATES: KNX ' 



MERICAN CHICLE COMPANY* 

26th Week on WABC) 

Announcements 



Mon. thru Sat. 
8:00-8:01:30 a.m. 



Chiclets and Dentyne 
Badger, Browning & 
Hersey, Inc. 



WABC 

SPONSORED 
PROGRAMS 



■ddition to number of weeks in which the client has used CBS Network facilities. 



14 



WABC 
SPONSORED 
PROGRAMS 

Continued 



WWA'W 



BARBASOL COMPANY 

i22nd Week on WABC) 

Sports News 
with Mel Allen 



Tues., Thurs. 
6:00-6:05 p.m. 
Saturday 
5:55-6:00 p.m. 



PRODUCT AND AGE 



Barbasol Shaving CreamI 
Erwin, Wasey &Co.,h 



BATHASWEET CORPORATION* Tuesday 

{16th Week on WABC) 6:15-6:30 p.m. 

Ted Steele and his Novachord 



'Bathasweet" Toilet Goo( 
H. M. Kiesewetter 
Advertising Agency, h 



BOND STORES, INC. 

{36th Week on WABC) 

Morning Almanac 

with Phil Cook 



Mon. thru Sat. 
7:30-7:45 a.m. 



Bond's Men's Clothing 
Neff-Rogow, Inc. 



BOSCO, INC. 

(53rd Week on WABC) 

News of the World 

with Elmer Davis, Major George 
Fielding Eliot, and Albert Warner 



Tues., Thurs. "Bosco" Milk Amplifier 

10:45-11 :00 p.m. Kenyon & Eckhardt,! 



BULOVA WATCH COMPANY 

{601st Week on WABC) 

Time Signals 



Sun. thru Sat. 
10 Times Daily 



Bulova Watches 

The Biow Company 



DREZMA, INC. 

{17th Week on WABC) 

Lessons in Loveliness 

with Nell Vinick 



Tues., Thurs., Sat. "Drezma" Cosmetics 
8 :25-8 :30 a.m. Lynn Baker Company 

Tues. and Thurs. 
11:00-11 :15 a.m. 



m 
IP 



Sdlll 



FEDERAL SAVINGS & LOAN 
ASSOCIATION 

{7th Week on WABC) 

The March Through Life 



Monday 

10:30-10:45 p.m. 



Savings Accounts and 
Home Loans 

Hejf el finger Agency 



GROVE LABORATORIES, INC. 

{22nd Week on WABC) 

Odd Side of the News 



Ion., Wed., Fri. 
: 25-8: 30 a.m. 



Bromo Quinine Cold 
Tablets 

/. Walter Thompson 

Company 



..tl 



IS 




tRVG BAKING COMPANY 

52nd Week on WABC) 

Vi'oman's Page of the Air 
with Adelaide Hawley 



Friday 

8:45-9:00 a.m. 



Bakery Products 
and Coffee 

Elmer L. Cline 



WABC 

SPONSORED 
PROGRAMS 

Continued 



lARLIN FIREARMS COMPANY 

Rising Son 
with Larry Elliott 

Announcements 



Tues., Thurs., Fri. 
6:35-7:00 a.m. 



Marlin Razor Blades 

Craven & Hedrick, Inc. 



lELVILLE SHOE COMPANY 

U9th Week on WABC) 

Early Morning News 



Mon. thru Sat. 
7:45-8:00 a.m. 



Thorn McAn Shoes 
Neff-Rogotv, Inc. 



JR. MILES LABORATORIES, INC. 

12th Week on WABC) 

Afternoon News 



Mon. thru Fri. 
3:55-4:00 p.m. 
Saturday 
5:50-5:55 p.m. 



Alka-Seltzer and 
One-a-Day Vitamins 

Wade Advertising 

Agency 



F. MUELLER COMPANY 

M Week on WABC) 

Morning News 



Mon. thru Fri. 
9:00-9:15 a.m. 



Mueller's Macaroni 
Products 

Kenyon & Eckhardt, Inc. 



JEW YORK STATE BUREAU OF 
IILK PUBLICITY 

24th Week on WABC) 

Woman's Page of the Air 

with Adelaide Hawley 



Tuesday 
8:45-9:00 a.m. 



Milk Publicity 
/. M. Mathes, Inc. 



LSON RUG CO. 

Urd Week on W'^ABC) 

Music of Today 



Mon., Wed., Fri. 
8:15-8:20 a.m. 



Rugs 

Presba, Fellers & 
Presba, Inc. 



EPSI-COLA COMPANY* 

pst Week on WABC) 

The Missus Goes A-Shopping 

Quiz 



Mon., Wed., Fri. 
8:30-8:45 a.m. 



Pepsi-Cola 

N ewell-Emmett, Inc. 



ETER PAUL COMPANY* 
'?lst Week on WABC) 

Early Riser's News 



Mon., Wed., Fri. 
6:30-6:35 a.m. 



Mounds 

Platt-Forbes, Inc. 



16 



CBS SllSTAinir. PROIiRiMS 



are chosen because they are timely, exciting, and balanced. These 
three standards of selection produce a diverse, flexible program 
schedule, carefully designed to win and retain the interest of mil- 
lions of listeners. To maintain its flexibility— to continue to present 
the most highly contemporary and most stimulating sustaining pro- 
grams on the air— Columbia finds it necessary in the course of the 
month to alter some details in the following schedule. These day- 
to-day and even hour-to-hour changes are reported, when possible, 
in local newspaper radio listings. 

For your convenience, the Columbia sustaining programs listed 
on the following pages are grouped in these eleven classifications: 



1. NEWS BROADCASTS Page 18 

2. PUBLIC AFFAIRS . Page 19 

3. SPECIAL EVENTS Page 20 

4. DRAMATIC SERIES Page 20 

5. SERIOUS MUSIC Page 21 

6. EDUCATIONAL PROGRAMS Page 22 

7. RELIGIOUS BROADCASTS Page 25 

8. VARIETY PROGRAMS . Page 26 

9. PERSONALITIES Page 26 

10. CHILDREN'S PROGRAMS Page 27 

11. LIGHT MUSIC Page 27 

CBS SHORT WAVE BROADCASTS Page 28 

ADDENDA: febkuarit programs Page 29 



I lews Summaries, Analyses 
nd Broadcasts from Europe 

THEDLLED PERIODS 
I lONDAY THRU SUNDAY 



Columbia's staff of air reporters in European 
capitals, in New York, and in Washington cover 
the second world war according to a regular 
pattern of summaries, analyses, and news 
broadcasts from Europe. In addition to this 
daily schedule, CBS is prepared at any time to 
bring its audience immediate reports of signifi- 
cant unexpected events. The schedule is sup- 
plemented and sharpened by frequent addresses 
by public figures, historians, and political or 
military experts. The schedule: 

News Broadcasts: Edward R. Murrow, Larry 
Leseur from London; Harry W. Flannery, 
Joseph C. Harsch, Charles Barbe from Berlin; 
Cecil Brown from Rome; Leigh White from 
Bucharest ; Betty Wason from Athens ; Winston 
Burdette from Belgrade; Farnsworth Fowle 
from Ankara; Herbert Clark from Buenos 
Aires; W. R. Wills from Tokyo; William Dunn 
in the Far East; Elmer Davis, Bob Trout, Lin- 
ton Wells, Major G. E Eliot, William L. Shirer, 
Spencer Williams, Paul Sullivan from New 
York; Albert Warner, Eric Sevareid from 
Washington: 8:00-8:15 a.m., Monday thru 
SATURDAY; 6:45-7:00 p.m., MONDAY THRU 
SATURDAY; 9:00-9:15 a.m., 2:35-3:00 p.m., 
SUNDAY, 10:45-11:00 p.m., Monday thru 

SATURDAY. 

News Summaries: 6:30, 9:00 a.m., 3:55 p.m., 
12:00 midnight, 12:55 a.m., Monday thru 
SATURDAY; 5:50-5:55 p.m., Saturday; 8:00, 
11:00 a.m., 2:30 p.m., 12:55 a.m., Sunday. 

News Analyses: Elmer Davis, 8:55-9:00 p.m., 
SUNDAY; Elmer Davis, 6:30-6:45 p.m., Satur- 
day; Paul Sullivan, 6:30-6:45 p.m., FRIDAY. 
(See also sponsored news programs.) 



NEWS 

BROADCASTS 



leadlines and Bylines 


In this new Sunday evening period of news 


:15-7:30p.m. 


analysis. Major George Fielding Eliot stresses 


ACH SUNDAY 


the military aspects of war in Europe, Albert 




Warner describes the Washington scene, and 




Bob Trout analyzes the week's news generally. 



18 



1-^ 



PROGRAM AND m 



DESCRI 



NEWS 
BROADCASTS 



PUBLIC 
AFFAIRS 



News from 

All the Americas 

5:00-5:15 p.m. 

EACH SATURDAY 




Report to the Nation 

6:00-6:30 p.m. 

EACH SATURDAY 



Walter S. Mack 
5:15-5:30 p.m. 

SATURDAY, MARCH 1 



School of Air 
International Conference 
10:15-10:45 p.m. 

SATURDAY, MARCH 1 




Income Tax Program 

5:30-5:45 p.m. 

TUESDAY, MARCH 3 



CBS takes another step toward inter-America;, 
unity and friendship in this new series of new; 
roundups from the important Latin Americaj 
capitals. 



This informal, factual series brings the Amei 
ican people a report each week on the insid 
workings of their government. The series i 
produced by Brewster Morgan. 



Mr. Mack, president of the Pepsi-Cola Com 
pany, charts out a prophecy of the trend o 
American business in this war year. 




Dr. Leo S. Rowe, director general of the Pai 
American Union, Nelson Rockefeller, coordi 
nator among the American republics for th« 
Defense Council, and W. B. Lewis, vice-presi 
dent of CBS, speak in connection with the firs 
International Conference of the School o 
the Air. 



Paul D. Seghers and Alfred R. Marks, tw( 
well-known accountants, speak on "Your U. S 
Income Tax Return." 



R. J. Thomas 

10:00-10:15 p.m. 

FRIDAY, MARCH 7 



R. J. Thomas, president of the United Autc 
mobile Workers, discusses the defense policies 
of his organization. 



19 



Senator Bankhead 

10:15-10:30 p.m. 

SATURDAY, MARCH 8 



President Roosevelt 

10:30-11 :00 p.m. 

SATURDAY, MARCH 8 



President Roosevelt 

10:00-10:30 p.m. 
MONDAY, MARCH 17 



John H. Bankhead, 2nd, of Alabama speaks 
before the Founders Day Banquet of Sigm£ 
Alpha Epsilon, largest college fraternity. 



President Roosevelt, Vice-President Wallace 
and Secretary of Agriculture Wickard observt 
the eighth anniversary of the present Admin 
istration's farm program. 



An address by the President at dedicatiorj 
ceremonies marks the formal opening of th( 
National Gallery of Art in Washington. 



rack Meets 
:45-10 :15 p.m. 

\TURDAY, MARCH 1 AND 8 



ports-Time 

1:00-11:15 p.m. 
jtONDAY THRU SATURDAY 



olumbia Workshop 

3:30-11:00 p.m. 

\CH SUNDAY 



ree Company Presents 
00-2:30 p.m. 

LCH SUNDAY 



Honest Abe" 
30-10:00 a.m. 

lCH SATURDAY 



Ted Husing covers the intercollegiate indoor 
championships on March 1, and the Knights 
of Columbus meet on March 8, for the CBS 
sports audience. 



Sports-Time presents news from every field of 
sport. Ted Husing, Mel Allen, Warren Sweeney 
are among the reporters; some broadcasts 
describe the last period of Madison Square 
Garden basketball games. 



The Columbia Workshop remains the foremost 
program on the air devoted to experimental 
broadcasting. Davidson Taylor supervises pro- 
duction. 

MARCH 2: "Roadside," by Lynn Riggs, adapted 
by Alan Fishburn, directed by Earle McGill. 
MARCH 9: "The Still, Small Voice," written 
and directed by John E. Mosman. 
MARCH 16: "Cassidy and the Devil," by Basil 
Heatter, directed by Guy della Cioppa. 
MARCH 23 : "The Conga," by Vachel Lindsay, 
adapted by Katherine Lane Anderson, directed 
by George Zachary ; "The Creation," by James 
Weldon Johnson. 



The Free Company, a group of American play- 
wrights and actors eager to combat hostile 
propaganda, presents a radio play on CBS 
each Sunday afternoon. In March: 
MARCH 2: "The Mole on Lincoln's Cheek," by 
Marc Connelly. 

MARCH 9:" An American Crusader," by Robert 
E. Sherwood. 

MARCH 16: "A Boy Named John," by James 
Boyd. 

MARCH 23 : A play by Maxwell Anderson. 
MARCH 30: A play by Sherwood Anderson. 



This Saturday morning series dramatizes 
episodes in the early life of Abraham Lincoln. 
Written by E. P. Conkle, the series stars Wesley 
Addy, new Broadway matinee idol. 



SPECIAL 
EVENTS 



DRAMATIC 
SERIES 



20 



SERIOUS 
MUSIC 



New York Philharmonic- 
Symphony Orchestra 
3:00-4:30 p.m. 

EACH SUNDAY 





Philharmonic Young 
People's Concert 
11:05 a.m.-12:15 p.m. 

SATURDAY, MARCH 22 



Genevieve Rowe 
4:45-5:00 p. m. 

EACH WEDNESDAY 



Clyde Barrie 

9:15-9:30 a.m. 

EACH SUNDAY 



Cincinnati Conservatory 
of Music 

11 :05 a.m.-12 noon 

SATURDAY, MARCH 1, 8, 15, 29 



The I\ew York Philharmonic-Symphony Or | 
chestra is in its eleventh consecutive year oi 
broadcasting on CBS. John Barbirolli is con- 
ductor, Deems Taylor intermission commenta- 
tor. From Carnegie Hall this month : 
MARCH 2: Van Vactor: Overture to a Comedy; 
Miaskovsky : Concerto for Violin and Orches- 
tra, MICHEL PIASTRO, violinist; Ravel: Mother 
Goose Suite. 

MARCH 9: Wagenaar: Symphony in D, No. 3; 
Schumann: Concerto in A minor for piano 
and orchestra; Roy Harris: Three pieces foi 
orchestra. 

MARCH 16: Wagner: Prelude to Lohengrin; 
Beethoven: Third Piano Concerto, siDNEYi 
FOSTER, pianist; Mozart: Symphony in A 
major. 

I MARCH 23: All Tchaikowsky program: Suite, 
for Strings, "Souvenir de Florence" ; Concert! 
in B flat minor, JOSE ITURBI, pianist; Suite 
from the Ballet "Swan Lake". 



3(1 sn 




The Philharmonic-Symphony Orchestra pre- 
sents one concert a month especially designed — 
for young people. Rudolph Ganz conducts, j np^. 



Each Wednesday Genevieve Rowe, CBS sopra- — 
no, is accompanied by Charles Paul at the 
piano in a program of songs. 



Clyde Barrie, Negro baritone, is heard over 
CBS each Sunday morning, with the Salon- — . 
Orchestra conducted by Alexander Semmler. 



JJii 



The Cincinnati Conservatory of Music is in its 
seventh season of Saturday morning broad- 
casts on CBS. Alexander von Kreisler contin- 
ues to conduct the orchestra, and many of the 
broadcasts feature chamber music groups andj 
soloists. 



21 



OS 



idianapolis Symphony 

3:30-11:00 a.m. 

CH SUNDAY 



The Indianapolis Symphony Orchestra is con- 
ducted by Fabien Sevitsky in this regular 
Sunday mornino; CBS feature. 



olumbia Concert Orchestra 
:15-5:45 p.m. 

ONDAY, TUESDAY, 
HURSDAY AND FRIDAY 



(all of Song 
:30-8 :00 p.m. 

ilTURDAY, MARCH 8 AND 15 



^tional Federation 
i Music Clubs 
: 30-5: 45 p.m. 
ICH WEDNESDAY 



11a Pessl 

.RIOUS HOURS 



\brary of Congress 
00-3:55 p.m. 

iCH SATURDAY 



I 



lull Session 
00-4:30 p.m. 

LCH SATURDAY 



merica in Transition 

145-3:55 p.m. 
CH TUESDAY 



The winter schedule for the Columbia Concert 
Orchestra includes several half-hour broad- 
casts of symphonic music each week. The 
orchestra is directed by Howard Barlow and 
Bernard Herrmann. 



Genevieve Rowe is heard in this new series of 
song. On March 8 her singing partner is John 
Tyers, on March 15 Earl Wrightson. Howard 
Barlow and the Columbia Concert Orchestra 
accompany. 



This series of six programs by leading Amer- 
ican choral groups concludes in March. The 
March 5 broadcast originates in Cincinnati, 
March 12 in Louisville. The series was ar- 
ranged with the cooperation of the National 
Federation. 



Yella Pessl is heard in four harpsichord recitals 
a week principally of seventeenth and eigh- 
teenth century compositions. Conductor 



This series, which starts March 1, features the 
Budapest Quartet in well-known compositions 
for strings. The series is under the auspices of 
the Whittall Foundation. 



"Bull Session," Columbia's student forum on 
current events, has returned to the air for a 
new series. 



This new series features interviews of artists, 
scientists and technologists by John Allen 
Wolf on their work. The program was orig- 
inated by Beatrice Chinnock. 



SERIOUS 
MUSIC 



EDUCATIONAL 
PROGRAMS 



22 



DESCRiP 



EDUCATIONAL 
PROGRAMS 



CBS ADULT 
EDUCATION BOARD 




"Invitation to Learning" and "The PeopIe< 
Platform" are presentations of the Departraei 
of Education, arranged with the counsel ci 
Columbia's Adult Education Board. Membei 
of the Board, representative of the nation 
leading educators and publicists, are: 



LYMAN BRYSON, chairman spencer miller, jr. 



STRINCFELLOW BARR 
WILLIAM BENTON 
HARRY WOODBURN CHASE 
ROBERT I. GANNON, S.J. 
ALVIN S. JOHNSON 
HENRY R. LUCE 



RUTH BRYAN ROHDE 
THOMAS V. SMITH 
GEORGE EDGAR VINCENTf 
WILLIAM ALLEN WHITE 
RAY LYMAN WILBUR 
JOSEPH H. WILLITS 



Invitation to Learning 

10:15-10:45 p.m. 

EACH TUESDAY 



This series invites listeners to read the world' 
great books. Huntington Cairns, Allen Tate 
and Mark Van Doren discuss the books, ant 
the program occasionally features guests. 



The People's Platform 

7:00-7:30 p.m. 
EACH SATURDAY 



Lyman Bryson entertains four Americans a 
dinner and draws them into an extempora 
neous discussion of current problems ani 
informal exchange of ideas. 



Children Also Are People 
3:45-3:55 p.m. 

EACH WEDNESDAY 



CBS presents a new series of broadcasts b 
child experts and celebrities to show parent 
that children are people, too. 



Columbia's Country Journal 

12:00-12:30 p.m. 
EACH SATURDAY 



Charles Stookey, Columbia's director of agri 
cultural programs, presents a weekly round 
up of farm news and interviews distinguishe( 
agricultural authorities and leaders. 



Highways to Health 

12:45-1:00 p.m. 

EACH SATURDAY 



Dr. I ago Galdston of the New York Academ; 
of Medicine arranges these instructive talk 
for laymen. 



Exploring Space This series tells — in an interesting, dramatii 

3:45-3:55 p.m. manner— the stories of the planets and con, 

EACH FRIDAY stellations. 




a^ 3NDAY THRU FRIDAY 

m 

m 



merican School of the Air 

15-9:45 a.m. 
astern Time Zone ) 
30-2:55 p.m. 
lientral Time Zone) 
30-10:00 a.m. 
tlountain Time Zone) 
00-2:30 p.m. 
acific Time Zone ) 



dventures in Science 
45-3:55 p.m. 

iCH THURSDAY 



f Men and Books 

30-3:00 p.m. 
iCH SATURDAY 



The American School of the Air, broadcast 
for the first time to the Latin American Repub- 
lics, is in its twelfth year of broadcasting on 
CBS. An estimated 8,000,000 students in the 
United States alone listen regularly to the 
series. 

MONDAYS— Americans at Work 
MARCH 3: Coal. 
MARCH 10: Iron. 
MARCH 17: Precious Stones. 
MARCH 24: Tin. 
MARCH 31 : Copper. 

TUESDAYS— Wellsprings of Music 
MARCH 4: Negro Work Songs. 
MARCH 11 : Work Rhythms and Marches. 
MARCH 18: Sailor Songs. 
MARCH 25 : Music of the Sea. 

WEDNESDAYS— New Horizons 
MARCH 5: Man-Made Waterways. 
MARCH 12: Steam Conquers Wind and 
Current. 

MARCH 19: Waters for Green Pastures. 
MARCH 26: Oil on Quiet Waters. 

THURSDAYS— 7a/e5 from Far and Near 
MARCH 6: The Great Geppy. 
MARCH 13: Presented in Cooperation with 

"Junior Programs, Inc." 
MARCH 20: America's Traditional Folk 
Ballads. 

MARCH 27: The Dauntless Liberator. 

FRIDAYS— 77iis Living World 
MARCH 7 : Immigrants All. 
MARCH 14: New Culture in the Americas. 
MARCH 21 : America's Health. 
MARCH 28: Pan-American Relations. 



Watson Davis interviews prominent scientists 
on these CBS programs, planned in conjunc- 
tion with Science Service, Inc. 



Professor John T. Frederick of the Medill 
School of Journalism, Northwestern Univer- 
sity, discusses recently-published books and 
brings their authors to the CBS microphone. 



EDUCATIONAL 
PROGRAMS 



24 



1^ 



DESCRI 



RELIGIOUS 
BROADCASTS 



Church of the Air 

10:00-10:30 a.m. 
1:00-1 :30 p.m. 

EACH SUNDAY 



Wings Over Jordan 
9:30-10:00 a.m. 



EACH SUNDAY 







The Church of the Air is presenting its eighth 
consecutive year of Sunday morning and after fll 
noon religious broadcasts. In March: 
MARCH 2: Morning: Dr. Carey S. Osborne 
North Baptist Church, Port Chester, N. Y. 
Afternoon: Rev. L. K. Bishop, Central Churcl: 
of Christ, Des Moines. 
MARCH 9: Morning: Rev. Dr. Arnold Lowei »« 
King's Highway Presbyterian Church, St 
Louis. 

Afternoon: Rev. Cornelius P. Teulings, Asso 
ciate professor of philosophy and religion 
St. Joseph College, West Hartford, Conn. 
MARCH 16: Morning: Dr. C. Franklin Koch 
Board of Social Missions, New York Cit^ 
(Lutheran) . 

Afternoon: Rev. Dr. John Klaaren, First Re 
formed Church of Roseland, Chicago. 
MARCH 23: Morning: Bishop Adna Wrigh 
Leonard, Methodist Church, Washingtoi 
(D.C.) Area. 

Afternoon: Rev. Thomas F. Coakley, D.D. 
Sacred Heart Church, Pittsburgh. 
MARCH 30: Morning: Rev. Dr. Howard Stem 
Anderson, First Congregational Church, Wash 
ington, D. C. 

Afternoon: Rabbi David de Sola Pool, Span! 
ish and Portuguese Synagogue, New York City 



This program of religious talks and spirituall ^ 
is presented by outstanding Negro leaders an(f 
educators and a choir of thirty-five voices. 
MARCH 2: Prof. F. D. Wilkinson, Washing 
ton, D. C. (74th anniversary of Howard Uni 
versity ) . 

MARCH 9: Attorney Leon P. Miller, Welchf 
West Virginia. 

MARCH 16: Moss Kyles Hendrix, Atlanta, Ga 
MARCH 23: Mr. A. L. Lewis, Jacksonville, Fla 
MARCH 30: Mrs. Cordelia Green Johnson 
President, National Beauty Culturists League 
Jersey City, N. J. 



3 -11 



Ik 

mi 

\m 



'^'^et the Music 

05-11 :30 p.m. 
CH SUNDAY 

It 



itinee at Meatlowbrook 

30-5:00 p.m. 

CH SATURDAY 

relii 



singing Bee" 

^:00-10:30 a.m. 
CH SATURDAY 



rl About Town 

:30-10:45 p.m. 

CH MONDAY, 
lDNESDAY and FRIDAY 



Friend in Deed 

30-3:45 p.m. 

DNDAY thru FRIDAY 



I ajor Bowes' Family 

,:30-12 :30 p.m. 



CH SUNDAY 



utdoors with Bob Edge 
|15-6 :30 p.m. 

::.CH THURSDAY 



1 

b Politics 

30-2:00 p.m. 

IcH SATURDAY 



Fredda Gibson ai)d Jack Leonard, two of 
radio's outstanding song stylists, are featured 
vocalists with Lyn Murray and his orchestra 
and mixed chorus on this new musical series. 
Each week the program pays tribute to some 
modern song writer. 



Jackson Wheeler is Jive Master, Helen Lewis 
in charge of adding confusion, in this new 
series from Meadowbrook, popular New Jersey 
resort. Top-notch bands appear on the pro- 
gram, which Perry Lafferty produces. 



Another new CBS Saturday morning feature 
is the "Singing Bee," conducted by Welcome 
Lewis, diminutive contralto. Contestants get 
cash awards for being able to identify a song 
and then singing, humming, or whistling it. 



Joan Edwards, singing star and pianist, is the 
"Girl About Town" in this new musical series. 
She is accompanied by Cy Walters and Johnny 
Garde, duo-pianists. 



Richard Maxwell presents a new program, 
based on the vital idea of friendship, each 
week-day afternoon. 



Major Bowes' family — the Dahon Brothers, 
Nicholas Cosentino, Charles Magante, Sam 
Herman, and Waldo Mayo's orchestra — pre- 
sent a spirited musical program each Sunday. 



Bob Edge, CBS hunting and fishing expert, 
recounts anecdotes and furnishes useful infor- 
mation to sporting enthusiasts. 



The series features a quiz panel drawn from 
members of the National Legislature matching 
wits on any and all subjects — except "No 
Politics." 



VARIETY 



PERSONALITIES 



26 



rrviT 



PERSONALITIES 



CHILDREN'S 
PROGRAMS 



LIGHT MUSIC 



The Old Dirt-Dobber 

10:30-11:00 a.m. 
EACH SATURDAY 



Let's Pretend 
1:00-1:30 p.m. 
EACH SATURDAY 




"March of Games" 
1:30-2:00 p.m. 

EACH SUNDAY 



CBS Vocalists 

VARIOUS HOURS 
MONDAY THRU SATURDAY 



DESCRI 



Tom Williams, horticultural expert of WLA 
in Nashville, "the old dirt-dobber," answer 
queries about trees, plants, birds, and insect 



This series, which dramatizes the world 
greatest fairy tales, has won more awards tha 
any other children's program. Directed b 
Nila Mack and presented by a cast of chil 
actors, "Let's Pretend" has already in 194 
won the Radio Daily Award as the best chi 
dren's program on the air,theScripps-Howar 
nationwide poll of radio editors, and tt 
Women's National Radio Committee A\var( 



Children who like asking questions and thos 
who like answering get a chance on this qu| 
program originated by Natalie Purvin Prage 
Nila Mack directing. Arthur Ross is MC; Syb' 
Trent, 12, is "Miss Drum Major." 



The Columbia Network schedule of vocal pn 
grams includes many young singers of popi 
lar songs in many styles and interpretation' 
Among the current vocalists are: 

Joan Edwards Jack Leonard 

Burl Ives Genevieve Rowe 



Ell 



m 
n. 



Golden Gate Quartet, 

Four Clubmen, Symphonettes 

VARIOUS HOURS 



These harmony groups are featured on tl 
Columbia Network through the week. Ea( 
group has a distinctive vocal style and is Ukl 
CBS favorite. 



Dance Orchestra 

VARIOUS HOURS 
MONDAY THRU SUNDAY 



America's leading dance bands provide a fi j 
schedule of current hits and old favorites 
Columbia listeners each evening. These tcj 
ranking bands are scheduled for March: 



George Duffy 
Shep Fields 
Walter Gross 
Gene Krupa 
Joey Kearns 



Guy Lombardo 
Vincent Lopez 
Vaughn Monroe 
Jose Morand 
Jerry Wald 



m 
hi 
m 

m 

h 
\k 



27 



;S SHORT WAVE 
tOADCAST SCHEDULE 

EUROPE AND 
lUTH AMERICA 



Columbia's schedule of programs to Europe 
and South America, over short wave stations 
WCBX (New York) and WCAB (Philadelphia), 
consists of programs designed exclusively for 
European and South American listeners and 
!)rograms heard regularly over the network. 



W8 Broadcasts 

n English) 

15-10:30, 11:30-11:45 a.m. 
30-1:45, 5:45-6:00, 
30-6:45 p.m. 

DNDAY THRU FRIDAY 

Italian,German,French,Polish) 
:00noon-lp.m., 4:30-5 :30 p.m. 
NDAY THRU SATURDAY 
:00 noon-1 p.m., 5-6 p.m. 
NDAY 



Columbia transmits daily news programs to 
Europe in English, as well as in French, Ger- 
man, Italian and Polish. Sources for the news 
broadcasts are similar to those available to the 
network's regular reporters and analysts. A 
feature of the summaries is a review of New 
York Stock Exchange noon and closing prices. 



>llywood News 
)NDAY, 2:45-3:00 p.m. 
lURSDAY, 7:45-8:00 p.m. 
)NDAY, 7:45-8:00 p.m. 



In collaboration with Will Hays' office, Colum- 
bia presents news of Hollywood once each 
week in English, Portuguese, and Spanish re- 
spectively. 



ew8 in Spanish 

1:00-10:05 p.m. 
)NDAY THRU SUNDAY 

145-7:00 p.m. 

INDAY THRU FRIDAY 

|0O-7:15p.m., sat. (WCBX) 

:30-12 :45 p.m., 2 :30-2 :45 p.m. 
1 45-6 :00 p.m. 

)NDAY THRU FRIDAY (WCAB) 



World-wide news events are broadcast Mon- 
day through Friday by Alberto Zalamea, well- 
known journalist and native of Colombia, 
Saturday and Sunday by Americo Lugo- 
Romero (both of WCBX), Monday through 
Friday by Adriano A. Rubio (WCAB). 



BW8 in Portuguese 

115-7:30 p.m. 
joNDAY THRU FRIDAY 



Luis Correa, native Brazilian journalist, re- 
ports the news each week-day in Portuguese 
for Columbia's audience in Brazil. 



SPECIAL CBS 
BROADCASTS 
TO EUROPE 



SPECIAL CBS 
BROADCASTS 
TO SOUTH 
AMERICA 



rmen Castelo's American 
™ ^avelogues in Spanish 

RST WEDNESDAY OF EACH 

"'IJoNTH, 8-8:15 p.m. 



Carmen Castelo takes her audience touring on 
a series of "dial trips" to interesting spots in 
the United States. 



|uhural News in Spanish 
MDAY, 9:00-9:15 p.m. 



Americo Lugo-Romero is heard each Wednes- 
day in a quarter-hour digest of cultural news 
of special interest to South American listeners. 



larmen Castelo's Broadway 
|oIumn in Spanish 

liDAY, 7:30-7:45 p.m. 



The latest news of the theater, motion pictures, 
fashions and personalities of Broadway is re- 
ported in Spanish by Carmen Castelo. 



9« 




FEBRUARY PROGRAMS 



Colvimbia's Special Feature broadcasts are arranged on a week t'oi 
week, sometimes day to day, and even, on occasion, hour to hour 
basis. One result of this flexibility and timeliness is the following 
partial list of February programs which were arranged too late for 
inclusion in the last month's issue of the COLUMBIA program book 



PUBLIC AFFAIRS 

FEBRUARY 1: I. M. Ornburn, secretary- 
treasurer of the Union Label Trades Depart- 
ment of the American Federation of Labor, 
discussed "Union Label Buying Power" in 
a special CBS address, 2—2:15 p.m. 

FEBRUARY 1 : CBS broadcast a roundtable 
discussion, pro and con, on the lend-lease 
bill now before the Senate. Participants were 
Senator Gerald P. Nye, a staunch foe of the 
measure: Alf M. Landon, 1936 Republican 
candidate for the presidency; and Clark M. 
Eichelberger, a leading member of the Com- 
mittee to Defend America by Aiding the 
Allies, 2:30-3 p.m. 

FEBRUARY 7: Senator Arthur Capper (R) 
of Kansas posed the question "Shall Uncle 
Sam Police the World?" and answered it in 
a special CBS address from Washington, 
10:30-10:45 p.m. 

FEBRUARY 8 & 15: CBS broadcast two 
special programs, entitled "Calling All 
Citizens," in an effort to stimulate greater 
interest on the part of American women in 
the affairs of government and the defense of 
democracy. The programs, arranged in co- 
operation with the newly-formed Active 
Citizens' League, featured Kate Smith. Paul 
V. McNutt, Mrs. Wendell Willkie, and others, 
2 :30-3 p.m. 



(gpor 

m 



FEBRUARY 8: Rev. Maurice Sheehy of th^^jmi 
Catholic LIniversity of America assailed 
"The Fence Sitters," his name for American 
isolationists, in a special CBS address from 
Washington. 5:40-5:50 p.m. 



fllfli 
jitioi 
(on ' 

,l|r-. 



FEBRUARY 9: Douglas Fairbanks, Jr.. Dr. K| 
Harry Gideonse, president of Brooklyn Col 
lege. Admiral William H. Standley, and 
other publicists, veterans, labor leader?, 
government workers, and business men wait 
heard in an eight-city roundup in behalf ol 
aid to Britain. The symposium, held undei 
the auspices of the Committee to Defenc 
America by Aiding the Allies, includec 
pickups from New York, Washington 
Detroit, Hollywood, Boston, Louisville, anc 
Chicago, 2-2:30 p.m. 

FEBRUARY 12: Frank Knox, Secretary o 
the Navy, spoke on "Anti-American Activi 
ties," in a special Lincoln's Birthday address 
on CBS. 10:15-10:30 p.m. 

FEBRUARY 12: Governor Philip LaFollettf 
of Wisconsin discussed the implications o 
the Lend-Lease Bill in a special CBS addres; 
from Chicago. 10:30-10:45 p.m. 

FEBRUARY 14: Estelle M. Sternberger 
executive director of World Peaceways 
spoke on the topic. "Can America Turn tht 
Tide?", 10:10-10:15 p.m. 



29 



FEBRUARY 15: Three members of 

e Parent Teachers Association throughout 
e nation were urged to cooperate in the 
lution of local problems growing out of 
e national defense program. The speaker 
IS Mrs. William Kletzer. president of the 
ational Congress of Parents and Teachers, 
30-5:45 p.m. 

FEBRUARY 15: Quentin Reynolds. London 
•rrespondent who recently returned to the 
nited States from the British capital, was 
;ard in a talk on Britain under fire from 
^BBM, Chicago, 10:30-10:45 p.m. 

FEBRUARY 16: Herbert C. Hoover, former 
resident of the United States, was heard in 
1 address entitled, "The March of Hunger 
Europe— With New Proposals of Relief 
ir the Invaded Democracies."' His talk was 

ranged by the National Committee on 
ood for the Small Democracies, of which 
[r. Hoover is national chairman, 10:30- 
1 p.m. 

FEBRUARY 20: Senator Claude A. Pepper 
D) of Florida urged support of the Lend- 
ease Bill in a special CBS address, 10:15- 
3:30 p.m. 

FEBRUARY 20: Immediately after Senator 
epper's address. Senator Bennett Champ 
lark (D) of Missouri assailed the Lend- 
ease Bill, at present being deliberated 
pen by the U. S. Senate. 10:30-10:45 p.m. 

FEBRUARY 21 : Senator John A. Danaher 
R) of Connecticut and Fred Harris, 
lational Commander of the Jewish War 
eterans, joined in a fifteen-minute broad- 
ast on national defense, 10-10:15 p.m. 

' FEBRUARY 22 : 111 the first of several Wash- 
igton s Birthday political addresses, Sena- 
•r James Mead (D) of New York urged 

lassage of the President's Lend-Lease Bill 

n the U. S. Senate. 2:45-3 p.m. 

FEBRUARY 22 : National Brotherhood Week 
fas ushered in with an address by Dr. Frank 



Kingdoii. under the auspices of the National 
Conference of Christians and Jews, on "Our 
Union— Strength Through Freedom," 5:15- 
5:30 p.m. 

FEBRUARY 22: Archibald MacLeish, 
Librarian of Congress and one of the nation's 
leading poets, presented his conception of 
"The New Americanism" in a Washington's 
Birthday address from the nation s capital, 
5:30-5:45 p.m. 

FEBRUARY 22: Senator Harry S. Truman, 
Grand Master of the Grand Lodge of Mis- 
souri, discussed "Washington as a Man and 
a Mason" in a special broadcast on the anni- 
versary of the first president's birthday, 
10:15-10:30 p.m. 

FEBRUARY 22: Senator Burton K. Wheeler 
I D ) of Montana, leader of the Senate bloc 
which is waging a vigorous struggle against 
passage of the Lend-Lease Bill, discussed the 
reasons for his position in a special CBS 
address, 10:35-10:45 p.m. 

FEBRUARY 25: Dr. Aurelio Ferandez Con- 
cheso, recently-appointed Cuban Ambassa- 
dor to the United States, told Columbia 
Network listeners of his own nation s Inde- 
pendence Day. Speaking in English from 
Washington, the Cuban envoy entitled his 
talk, "The 24th of February — Cuba's 4th of 
July," 5:30-5:45 p.m. 

FEBRUARY 27: Senator Charles W. Tobey 
I R ) of New Hampshire posed the question, 
hich Way America? " in a special half- 
hour talk on the international situation, 
10:15-10:45 p.m. 

FEBRUARY 28: The Joint Army and Navy 
Committee on Welfare and Recreation dis- 
cussed problems of entertainment and mor- 
ale among America's armed forces in a spe- 
cial roundtable broadcast from Washington. 
Participants were Frederick H. Osborn, 
chairman of the committee: Dr. Clarence 
Dykstra. director of the Selective Service 



30 



7^ 



System; Robert E. Sherwood, playwright; 
and Charles P. Taft of the Cincinnati City 
Council, 11:30-12 midnight. 

SPECIAL EVENTS 

FEBRUARY 6: CBS broadcast the 100th 
edition of the N. Y. A. Varieties from the 
National Youth Administration Radio Work- 
shop in New York. Aubrey Williams, national 
administrator of the Youth Act, spoke from 
Washington, 5:15-5:45 p.m. 

FEBRUARY 8: From the snug quarters of 
the Hanover Inn Ski Hut, Bob Edge pre- 
sided over a special CBS broadcast describ- 
ing the annual Dartmouth College Winter 
Carnival. Chilean, Norwegian, and Cana- 
dian teams joined the Dartmouth skiers in 
this year's carnival, and members of these 
teams were brought to the microphone. 
10:30-10:45 p.m. 

FEBRUARY 19: CBS listeners heard the 
first in a series of regularly scheduled broad- 
casts by Music Clubs all over the country, 
5:30-5:45 p.m. 

FEBRUARY 20: Columbia listeners heard 
a preview to the Rio de Janeiro carnival, 
originating at the propaganda ministry of 
the Brazilian Government, 5:30—5:45 p.m. 

FEBRUARY 22: The golden anniversary of 
the American debut of Ignace Jan Paderew- 
ski, great Polish pianist and statesman, was 
celebrated on CBS by a special program of 
Polish music. Nicolai Berezowsky conducted 
the Columbia Concert Orchestra in the pro- 
gram and assisting artists were Hubert 
Hendrie, baritone; Vera Brodsky, accom- 
panist, and Miecio Horozowsky, pianist, 
7:30-8 p.m. 

FEBRUARY 22: Ted Husing described the 
National Indoor A. A. U. Track and Field 
Championships in a special CBS sports 
broadcast from Madison Square Garden, 
9:45-10:15 p.m. 



FEBRUARY 24 AND 26: Four special broad- 
casts were heard on CBS from the annual 
convention of the American Association of 
School Administrators in Atlantic City. The 
first on February 24 features the Detroit 
Schoolmen's Club Chorus in a program of 
chorals (3:45-3:55 p.m.) and the second i 
on the same day brought President Isaiah 
Bowman of Johns Hopkins University and 
Dean W. F. Russell of Columbia University 
to the microphone in special addresses. On 
February 26, Chairman Henry H. Hill and 
Secretary Frank W. Hubbard of the Con- 
vention Summarization Committee were 
heard in a report on Convention News, 
(3:45-3:55 p.m.) and later in the evening 
three educational leaders — Joseph Rosier. 
Ben G. Graham, and Nicholas Bauer— were 
heard in a forum on the subject, "Education 
and Defense," 10:15-10:30 p.m. 

FEBRUARY 27: An address by President 
Roosevelt in connection with the annual 
awards of the Motion Picture Academy of 
Arts and Sciences was broadcast over CBS. 
On the same broadcast, stars and films will 
receive the awards, popularly called "Little 
Oscars," 11:45-12 midnight. 

FEBRUARY 28: Mary Margaret McBride. 
CBS "Columnist of the Air," was heard in 
a special broadcast from the General Elec- 
tric Company's "House of Better Living" in 
Bridgeport, Connecticut, 3-3:15 p.m. 

FEBRUARY 28: CBS devoted a special pro- 
gram to the World Day of Prayer, held 
under the auspices of the National Confer- 
ence of Churchwomen and observed simul- 
taneously in 51 countries throughout the 
world, 5:30-5:45 p.m. 

FEBRUARY 28: John H. Whitney, newly- 
elected President of the Museum of Modern 
Art, was heard over CBS in an address from 
the museum's auditorium, 10-10:15 p.m. 



31 



I 



THE COLUMBIA BROADCASTING SYSTEM 



Sales and administrative offices: 485 Madison Avenue, New York • 182 Tremont Street, Boston 
1622 Chestnut Street, Philadelphia • 410 North Michigan Avenue, Chicago • 902 Fisher Build- 
ing, Detroit • Mart Building, St. Louis • 625 Second Avenue, South Minneapolis • Wilder 
Building. Charlotte, North Carolina • 817 Earle Building, Washington • Columbia 
Square, Hollywood • Palace Hotel, San Francisco • 14 Langham Place, W. 1, London 



I 



I 



I 



i 



J, l»lti 

"'^'■O^il nr. 



THE tOLlIIIIIiU 

tmm BOOK 

CBS SPONSORED PROGRAMS: pp. 3 lo 15 
WABC SPONSORED PROGRAMS: pp. 16 to 18 
CBS SUSTAINING PROGRAMS: pp. 19 to 28 



Pul)lishe(l monthly for advertising executives hy 
THE COLUMBIA BROADCASTING SYSTEM 
485 Madison Avenue, New York City, N. Y. 



COLUMBIA OTWORK CLIEITS 



• AUTOMOTIVE 

CHRYSLER CORPORATION: 

Plymouth, Dodge, DeSoto, 

Chrysler motor cars Page 5 

FORD MOTOR COMPANY: 

Ford cars, trucks, tractors, Mercury, 

Lincoln Page 7 

• CIGARETTES & TOBACCO 

AMERICAN TOBACCO COMPANY: 

Lucky Strike Cigarettes .... Page 3 

BROWN & WILLIAMSON TOBACCO CORP.: 

Raleigh Cigarettes Page 4 

LIGGETT & MYERS TOBACCO COMPANY: 
Chesterfield Cigarettes, 
Velvet Cigarette and Pipe Tobacco Page 10 
p. LORILLARD COMPANY: 

Sensation Cigarettes Page 14 

PENN TOBACCO COMPANY: 

Kentucky Club Pipe Tobacco . . Page 11 

PHILIP MORRIS & COMPANY, LTD. : 

Philip Morris Cigarettes .... Page 11 

R. J. REYNOLDS TOBACCO COMPANY: 

Camel Cigarettes, 

Prince Albert Smoking Tobacco . Page 12 
U. S TOBACCO COMPANY: 

Dill's Best, Model Tobacco . . . Page 13 

• CONFECTIONERY 

AMERICAN CHICLE COMPANY: 

Chiclets & Dentyne Page 13 

DOUBLEMINT GUM: 

Doublemint Gum Page 7 

PETER PAUL, INC. : 

Mounds Candy, Ten Crown Gum . Page 15 
SPEARMINT GUM: 

Spearmint Gum Page 13 

• DRUGS & TOILET GOODS 

AFFILIATED PRODUCTS, INC.: 

Edna Wallace Hopper Cosmetics, 

Kolynos Page 3 

ANACIN COMPANY: 

Anacin Page 3 

ARMOUR SOAP WORKS: 

Luxor Toiletries Page 3 



BATHASWEET CORPORATION : 

Bathasweet Products Page 14 

BAYER COMPANY: 

Bayer Aspirin Page 4 i 

CAMPANA SALES COMPANY: ' 
Campana Hand Cream, 

Italian Balm, Dreskin, Coolies, ' 

D.D.D., Old South Toiletries . . Page 4 ' 

CHESEBROUGH MANUFACTURING COMPANY: 
Vaseline Preparations .... Page 5 ^ 

COLGATE-PALMOLIVE-PEET COMPANY: 

(See also Laundry Soaps) 

Colgate Dental Cream, 

Palmoli\ e Shave Cream, 

Palmolive Brushless Shave, ^ 

Palmolive Soap, 

Colgate Tooth Powder .... Page 6 

COLONIAL DAMES, INC. : 

Cosmetics Page 14 

GILLETTE SAFETY RAZOR COMPANY: 

Gillette Shaving Cream, 

Safety Razors and Blades . . . Page 9 

RICHARD HUDNUT: 

Marvelous Cosmetics Page 14 , 



JOHNSON & JOHNSON: 
Band-Aid .... 



Page 9 



LADY ESTHER LTD. : j 

Face Powder, Face Cream, i 
Rouge, Lipstick and Nail Polish . Page 9' 

LEVER BROTHERS COMPANY: j 

(See also Foods; Laundry Soaps) '. 
Lux Toilet Soap, Lifebuoy . . Pages 9, 10 

LOS ANGELES SOAP COMPANY: j 
White King Soap, 

Sierra Pine Soap Page 14, 

MAGAZINE REPEATING RAZOR CO.: 

Schick Injector Razors and Blades Page 11 

THE MENNEN COMPANY: . 
Mennen Shaving Products . . . Page 15 j 

THE PROCTER & GAMBLE COMPANY: 

(See also Laundry Soaps; Foods) ^ 
Teel. Drene. Ivory, Camay . Pages 11, 12 1 

E. R. SQUIBB & SONS : 

Squibb Products Page 13i 



Pase 3 



FOODS & BEVERAGES 

ItMOl R AND COMJ'AXY: 

leet 

HE BEST FOODS. INC. : 

Lellnian s Mayonnaise and 

est Foods Mayonnaise .... Page 4 

jwey's, inc. : 

lari-Rich Products Page 4 

jfiEAKFAST CLl B COFFEE. INC.: 

loffee Page 15 

\LIFORNIA FRUIT GROWERS EXCHANGE: 

unkist Oranges, Lemons . . . Page 4 

\MFBELL SOUP COMPANY: 
ampheH s Soups, 
eans. and Tomato Juice 
ranco-American Macaroni 
id Spaghetti Page 

OCA-COLA COMPANY: 

oca-Cola Page 

ONTINENTAL BAKING COMPANY, INC.: 

under Bread Page 

URTISS CANDY COMPANY: 

andv 



Pages 4. 5 



age / 



LORIDA CITRUS COMMISSION : 

lorida Citrus Fruit Page 7 

ENERAL FOODS CORPORATION : 

ee also Laundry Soaps) 
rape Xuts. Post Toasties. Sanka. 
linute Tapioca, Postum, 
•iamond Crystal Salt, 
axwell House Coffee, 
'ost s 40Tc Bran Flakes, 
'ost Toasties, Calumet, 

wansdown Pages 7, 8 

'ostum Page 14 

ENERAL MILLS, INC. : 

iTieaties. Gold Medal Flour . . Page 8 

RONTZED YEAST CO., INC.: 

ronized Yeast Page 9 

:nox gelatine company: 

Inox Sparkling Gelatine . . . Page 15 

EVER BROTHERS COMPANY": 

See also Drugs; Laundry Soaps) 

pry Page 10 

HOMAS J. LIPTON. INC. : 

.ipton's Tea and Tea Bags . . . Page 10 

ET MILK SALES CORPORATION : 

'et Irradiated Milk Page 11 

'LANTERS NUT & CHOCOLATE COMPANY: 

'lanters Salted Peanuts. 

'lanters Peanut Oil Page 15 

Ul time listed on the following pages is cu 



THE PROCTER & GAMBLE COMPANY: 

(See also Toilet Goods ; Laundry Soaps) 

Crisco Page 12 

f LAUNDRY SOAPS & ACCESSORIES 

COLGATE-PALMOLIVE-PEET COMPANY : 

See also Toilet Goods) 

Concentrated Super Suds, Crystal White, 
Octagon Products Page 6 

GENERAL FOODS CORPORATION: 

(See also Foods) 

La France, Satina Page 8 

LEVER BROTHERS COMPANY: 

fSee also Drugs; Foods) 

Rinso Page 10 

THE PROCTER & GAMBLE COMPANY': 

(See also Toilet Goods; Foods) 

Ivorv. Oxydol. Chipso .... Page 12 

• LUBRICANTS 

AMERICAN OIL COMPANY: 

Amoco-Gas, Orange American Gas Page 3 

GENERAL PETROLEUM CO. OF CALIFORNIA: 

Mobilgas. Mobiloil Page 14 

GULF OIL CORPORATION: 

Motor Oil and Gas Page 9 

SEASIDE OIL COMPANY: 
Seaside Ethy 1 Gasoline and 

Silverol Motor Oil Page 15 

TEXAS COMPANY: 

Texaco Products Page 13 

• MISCELLANEOUS 

ART METAL WORKS. INC.: 

Ronson Lighters Page 3 

COMMERCIAL CREDIT COMPANY': 

Automobile Finance Service . . Page 6 

EVERSHARP. INC.: 

Eversharp Pens and Pencils . . Page 7 
INTERNATIONAL SILVER COMPANY: 
International Sterling and 
1847 Rogers Bros. Silverplate . . Page 9 

NATIONAL LEAD COMPANY: 

Products Page 15 

PRUDENTIAL INSURANCE COMPAN Y 

OF AMERICA : 
Insurance Services Page 12 

ALEXANDER SMITH & SONS CARPET 
COMPANY: 

Carpets Page 13 

SOIL OFF MANUFACTURING CO.: 

Cleaning Fluid Page 15 

rrent New York time unless otherwise indicated. 



AFFILIATED PRODUCTS, INC. 

i426th Week on CBS) 

The Romance of Helen Trent 

Serial drama 



Mon. thru Fri. 
12:30-12:45 p.m. 
43 CBS stations 

ORIGINATES: WBBM 



Edna Wallace Hopper 
Cosmetics, Kolynos 

Blackett-Sample- 
Hummert, Inc. 



VflU 



AMERICAN OIL COMPANY 

iUlst Week on CBS) 

The Human Side of the News 
by Edwin C. Hill 



Mon. thru Fri. 
6:00-6:10 p.m. 
48 CBS stations 

ORIGINATES: WABC 



Amoco-Gas 

Orange American Gas 

The Joseph Katz 

Company 



I 



AMERICAN TOBACCO COMPANY 

{257th Week on CBS) 

Your Hit Parade 

Mark Warnow's Orchestra, 
Barry Wood, Bea Wain, 
Hit Paraders Chorus 




Saturday 
9:00-9:45 p.m. 

Rebroadcast 
12 mid.-12 :45 a.m. 
106 CBS stations 

ORIGINATES: WABC 



Lucky Strike Cigarettes 
Lord & Thomas 



0' 



ANACIN COMPANY 

(208th Week on CBS) 

Our Gal, Sunday 



Mon. thru Fri. 
12:45-1:00 p.m. 
51 CBS stations 

ORIGINATES: WABC 



Anacin 

Blackett-Sam pie- 
Hummert, Inc. 



ARMOUR AND COMPANY 

{8th Week on CBS) 

Treat-Time 

with Buddy Clark 



Mon., Wed., Fri. 
11:00-11 :15 a.m. 
51 CBS stations 
originates: wbbm 



Treet 

Lord & Thomas 



101 

m 
m 



ARMOUR SOAP WORKS 

{7th Week on CBS) 

Wayne King and His Orchestra 

Music 



Saturday 
7:30-8:00 p.m. 
35 CBS stations 
originates: on tour 



Luxor Toiletries 
Lord & Thomas 



ART METAL WORKS, INC. 

(Beginning April 11) 

Paul Sullivan Reviews 
the News 



Friday 

6:30-6:45 p.m. 

Rebroadcast 
1:00-1 :1S a.m. 
23 CBS stations 
originates: whas 



Ronson Lighters 

Cecil & Presbrey, Iiu 



AVER COMPANY 

88th Week on CBS) 

Second Husband 

with Helen Menken, presented 
by the Famous Actors' Guild 



Tuesday 
7:30-8:00 p.m. 
74 CBS stations 

ORIGINATES: WABC 



Bayer Aspirin 

Blackelt-Sample- 
Hummert, Inc. 



HE BEST FOODS, INC. 

•2nd Week on CBS) 

We the Abbotts 

Serial drama 



Mon. thru Fri. 
4:15-1:30 p.m. 
Rebroadcast 
7:15-7 :30 p.m. 
57 CBS stations 

ORIGINATES: WABC 



Hellman's Mayonnaise 
& Best Foods Mayonnaise 
Benton & Bowles, Inc. 



DWEY'S, INC. 

7th Week on CBS) 

News and Rhythm 
with Dale Evans, vocalist, Todd 
Hunter, news commentator, Tommy 
Bartlett. Dari-Rich Orchestra 



Sunday 

11:05-11:30 a.m 

Rebroadcast 
1:35-2 :00 p.m. 
34 CBS stations 

ORIGINATES: WBBM 



Dari-Rich Products 
Sorensen & Company 



koWN & WILLIAMSON TOBACCO 
ORPORATION 

2nd Week on CBS) 

Paul Sullivan Reviews 
the News 



Mon. thru Thurs. 
6:30-6:45 p.m. 
Rebroadcast 
1 :00-l :15 a.m. 
29 CBS stations 

ORIGINATES: WHAS 



Raleigh Cigarettes 

Batten, Barton, Durstine 
& Osborn, Inc. 



kLIFORNIA FRUIT GROWERS 
tCHANGE 

m Week on CBS) 

Sunkist Presents Hedda 
Hopper's Hollywood 



Mon., Wed., Fri. 
6:15-6:30 p.m. 
41 CBS stations 

ORIGINATES: KNX 



Sunkist Oranges 
Sunkist Lemons 
Lord & Thomas 



PANA SALES COMPANY 

$5th Week on CBS) 

First Nighter 

with Barbara Luddy and 

Les Tremayne 

Drama 



Tuesday 
8:30-8:55 p.m. 
55 CBS stations 

ORIGINATES: WBBM 



Campana Hand Cream, 
Italian Balin, Dreskin, 
Coolies, D.D.D., Old South 
Toiletries 

Aubrey, Moore & 

Wallace. Inc. 



[PBELL SOUP COMPANY 

'Oth Week on CBS) 

Campbell Playhouse 

with guest stars 



Friday 

9:30-10:00 p.m. 
65 CBS stations 

ORIGINATES: WABC 



Campbell's Soups 
Ward Wlieelock 
Company 



iimt 



fKUUUbi ANU Ati 



CAMPBELL SOUP COMPANY 

Continued 

Amos 'n' Andy 

Serial comedy-drama 



Martha Webster 

with Bess Flynn 
Dramatic serial , 



Fletcher Wiley 

Talks 



Lanny Ross 

Songs 



Mon. thru Fri. 
7:00-7:15 p.m. 

Rebroadcast 
11:00-11:15 p.m. 
61 CBS stations 

ORIGINATES: KNX 

Mon. thru Fri. 
11:15-11:30 a.m. 
Rebroadcast 
3:00-3:15 p.m. 
58 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
2:30-2:45 p.m. 
41 CBS stations 

ORIGINATES: KNX 

Mon. thru Fri. 
7:15-7:30 p.m. 
Rebroadcast 
11:15-11 :30 p.m. 
58 CBS stations 
(Mon. and Wed. 
57 CBS stations) 

ORIGINATES: WABC 



Campbell's Soups 
Ward Wheelock 
Company 



Franco-American 
Macaroni and Spaghetti 
Ruthrauff & Ryan, In 



CHESEBROUGH MANUFACTURING 
COMPANY, CONSOLIDATED 

(r26lh Week on CBS) 

Dr. Christian 

with Jean Hersholt 



Wednesday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11:55 p.m. 
65 CBS stations 

ORIGINATES: KNX 



Vaseline Preparations 
McCann-Erickson, Im 



CHRYSLER CORPORATION 

(265th Week on CBS) 

Major Bowes' 

Original Amateur Hour 

Elmer Davis 

News 

(Ends April 5) 



Thursday 
9:00-10:00 p.m. 
86 CBS-stations 

ORIGINATES: WABC 



Mon., Wed., 
Thurs., Fri. 
8:55-9:00 p.m. 
100 CBS stations 

ORIGINATES: WABC 



Plymouth, Dodge, 
DeSoto, Chrysler 

Ruthrauff & Ryan, Iw 



Chrysler Fluid Drive 

Automobiles 

Lee Anderson Adver- 
tising Company 



COCA-COLA COMPANY 

(85th Week on CBS) 

Pause That Refreshes 
On the Air 

with Andre Kostelanetz and his 
45-piece orchestra, Albert Spalding, 
and guest soloists 



Sunday 

4:30-5:15 p.m. 
105 CBS stations 

ORIGINATES: WABC 



Coca-Cola 

D'Arcy Advertising 
Company, Inc. 



OLGATE-PALMOLI VE-PEET 
ioMPANY 

['.73rd Week on CBS) 

Colgate Ask-It-Basket 

with Ed East 
Variety-Quiz program 

City Desk 

Drama 



Woman of Courage 

Serial drama 



Myrt and Marge 

|l Serial drama 



The Story of Bess Johnson 

Serial drama 



Stepmother 

Serial drama 



Thursday 
8:00-8:30 p.m. 
Rebroadcast 
11:30-12 mid. 

68 CBS stations 

ORIGINATES: WABC 

Thursday 
8:30-8:55 p.m. 

Rebroadcast 
12:00^12:25 a.m. 

69 CBS stations 

ORIGINATES: WABC 

Men. thru Fri. 
10:45-11:00 a.m. 

Rebroadcast 
3:45^ :00 p.m. 
64 CBS stations 

ORIGINATES: WABC 

Men. thru Fri. 
10:15-10:30 a.m. 
Rebroadcast 
4:15^:30 p.m. 
82 CBS stations 

ORIGINATES: WABC 

Men. thru Fri. 
4:30-4:45 p.m. 
81 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
10:30-10:45 a.m. 
Rebroadcast 
4:45-5 :00 p.m. 
49 CBS stations 

ORIGINATES: WBBM 



Colgate Dental Cream 
Ted Bates, Inc. 



Palmolive Shave Cream 
Palmolive Brushless Shave 
Ted Bates, Inc. 



Octagon Products 

Ted Bates, Inc. 
Crystal White 

Sherman & Marquette, 

Inc. 

New Concentrated Super 
Suds 

Super Suds 

Sherman & Marquette, 
Inc. 

Palmolive Soap 
Ward Wheelock 
Company 

Colgate Tooth Powder 
Sherman & Marquette, 
Inc. 



llOMMERCIAL CREDIT COMPANY 

Uth Week on CBS) 

Bob Trout 

News 



Mon., Wed., Fri. 
6:10-6:15 p.m. 
Rebroadcasts 
11:00-11:05 p.m. 
11:55-12 mid. 
Saturday 
10:30-10:35 p.m. 
68 CBS stations 

ORIGINATES: WABC 



Automobile Finance 

Service 

O'Dea, Sheldon & 
Canaday, Inc. 



lONTINENTAL BAKING CO., INC. 

mth Week on CBS) 

Your Marriage Club 

with Haven MacQuarrie 
Quiz 



Saturday 
8:00-8:30 p.m. 
Rebroadcast 
11 . 00-1 1:30 p.m. 
48 CBS stations 

ORIGINATES: WABC 



Wonder Bread 
Ted Bates, Inc. 



nu rnuunHm 



limc 



rnuuuui anu AUti 



CURTISS CANDY COMPANY 

(28th Week on CBS) 

News 

with Jackson Wheeler 



Sat., Sun. 
11:00-11:05 a.m. 
38 CBS stations 

ORIGINATES: WABC 



Candy 

C. L. Miller Companjt 



1 



DOUBLEMINT GUM 

(459th Week on CBS) 

Melody Ranch 
with Gene Autry 
Western dramatic series 



Sunday 

6:30-6:55 p.m. 
69 CBS stations 

ORIGINATES: KNX 



Doublemint Gum 

/. Walter Thompson 
Company 



EVERSHARP, INC. 

(79th Week on CBS) 

Take It or Leave It 

with Bob Hawk, MC, David Ross 
Quiz 



Sunday 

10:00-10:30 p.m. 
59 CBS stations 

ORIGINATES: ON TOUR 



Eversharp Pens and Pane 
The Blow Company 



FLORIDA CITRUS COMMISSION 

(58th Week on CBS) 

Mary Margaret McBride 

Talks 



Mon. thru Fri. 
3:00-3:15 p.m. 

25 CBS stations 
(Tues. and Thurs. 
20 CBS stations) 

ORIGINATES: WABC 



Florida Citrus Fruit 
Arthur Kudner, Inc. 



Port 



FORD MOTOR COMPANY 

(364th Week on CBS) 

Sunday Evening Hour 

Ford Symphony Orchestra and 
Chorus, guest conductors, 
and soloists 

With Talks by W. J. Cameron 



Sunday 

9:00-10:00 p.m. 
57 CBS stations 

ORIGINATES: WJR 



Ford motor cars, trucks, i! 
and tractors 
Mercury 
Lincoln 

McCann-Erickson, Iiu 



GENERAL FOODS CORPORATION 

(306th Week on CBS) 

We, the People 

with Gabriel Heatter and guests 

Real-life experiences 

Kate Smith Hour 

with Kate Smith, Ted Collins, Jack 
Millerand his orchestra, Ted Straeter 
and his chorus and guest stars 

Music, comedy, and drama 



Tuesday 
9:00-9:30 p.m. 
Rebroadcast 
12:00-12 :30 a.m. 
81 CBS stations 

ORIGINATES: WABC 

Friday 

8:00-8:55 p.m. 
Rebroadcast 
12:00-12:55 a.m. 
91 CBS stations 

ORIGINATES : KNX 



Sanka 

Young & Rubicam, In 



Grape Nuts 

Young & Rubicam, In- 




I 



GENERAL FOODS CORPORATION 

'ontinued 

Kate Smith Speaks; News 

Talks and news 



I 

' Home of the Brave 

Serial drama 



Joyce Jordan, Girl Interne 

Serial drama 



Young Dr. Malone 

Serial drama 



Kate Hopkins 

Serial drama 



Portia Faces Life 

Serial drama 



Mon. thru Fri. 
12:00-12:15 p.m. 
79 CBS stations 
originates: knx 



Mon. thru Fri. 
2:45-3:00 p.m. 
80 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
2:15-2:30 p.m. 

Rebroadcast 
6:30-6:45 p.m. 
59 CBS stations 

ORIGINATES : WABC 

Mon. thru Fri. 
2:00-2:15 p.m. 
Rebroadcast 
6:00-6:15 p.m. 
84 CBS stations 

ORIGINATES : WABC 

Mon. thru Fri. 
4:45-5:00 p.m. 
Rebroadcast 
3:30-3:45 p.m. 
44 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
4:00-4:15 p.m. 
Rebroadcast 
12:15-12:30 p.m. 
84 CBS stations 

ORIGINATES: WABC 



Swansdown Cake Flour 
Young & Rubicam, Inc. 

Diamond Crystal Salt 
Benton & Bowles, Inc. 

Calumet Baking Powder 
Swansdown Cake Flour 
Young & Rubicam, Inc. 

La France 
Satina 

Minute Tapioca 

Young & Rubicam, Inc. 

Post Toasties 

Benton & Bowles. Inc. 



Maxwell House Coffee 
Benton & Bowles, Inc. 



Post's 40% Bran Flakes j 
Benton & Bowles. Inc. 



4 



ENERAL MILLS, INC. 

i38th Week on CBS) 

i By Kathleen Norris 

i Dramatization of her novels 
Hymns of All Churches 
with Joe Emerson 



Betty Crocker 

Homemaker program 



Mon. thru Fri. 
10:00-10:15 a.m. 
32 CBS stations 

ORIGINATES: WABC 



Mon., Tues.. Thurs. 
9:45-10:00 a.m. 
Rebroadcast 
11:45-12:00 noon 
33 CBS stations 

ORIGINATES: WBBM 

Wed., Fri. 
9:45-10:00 a.m. 
Rebroadcast 
11:45-12:00 noon 
33 CBS stations 

ORIGINATES: WBBM 



\^Tieaties 

Knox Reeves 
Advertising, Inc. 



Gold Medal Flour 
Blackett-Sam pie- 
Hummert. Inc. 



i 



CLIENT AND PROGRAM 



GILLETTE SAFETY RAZOR COMPANY 

(98th Week on CBS) 

Elmer Davis 

News 



GULF OIL CORPORATION Sunday Motor Oil and Gas 

(373rd Week on CBS) 7 :30-8 :00 p.m. Young & Rubicam, In, 

79 CBS stations 

Gulf Screen Guild Theatre originates: knx 
with Roger Pryor, MC, screen stars, 
Oscar Bradley's Orchestra. 
John Hiestand 



INTERNATIONAL SILVER COMPANY 

(160th Week on CBS) 

Silver Theatre 

Conrad Nagel, Narrator-director, 
and guest stage and screen stars ^ 


Sunday 

6:00-6:30 p.m. 
57 CBS stations 

ORIGINATES: KNX 


International Sterling an 
1847 Rogers Bros. 
Silverplate 

loung Rubicam, In ; 


IRONIZED YEAST CO., INC. 

(80th Week on CBS) 

Court of Missing Heirs 

DrGTTlCt 


Tuesday 
8:00-8:30 p.m. 
Rebroadcast 
11:30-12:00 mid. 
75 CBS stations 

ORIGINATES : WABC 


Ironized Yeast 

Ruthrauff & Ryan, In 


JOHNSON & JOHNSON 

( Beginning April 5) 

Voice of Broadway 

with Dorothy Kilgallen 


Saturday 
11:30-11:45 a.m. 

Rebroadcast 

59 CBS, stations 

originates: WABC 


Band-Aid 

Young & Rubicam, In 

1 


LADY ESTHER, LTD. 

(382nd Week on CBS) 

Guy Lombard© and His 
Orchestra 

Popular music 


Monday 

10:00-10:30 p.m. 
64 CBS stations 

ORIGINATES: WABC 


Face Powder, Face Creai 
Rouge, Lipstick and 
Nail Polish 

Pedlar & Ryan, Inc. 


LEVER BROTHERS COMPANY 

(296th Week on CBS) 

Lux Radio Theatre 

Cecil B. DeMille, director, 


Monday 

9:00-10:00 p.m. 
66 CBS stations 
30 CBC stations 

ORIGINATES : KNX 


Lux Toilet Soap 1 
/. Walter Thompson 
Company 

i 



with stars of stage and screen 
Drama 




Tues., Fri. 
8:55-9:00 p.m. 
57 CBS stations 

ORIGINATES: WABC 



E PRODUCT AND AG 



Gillette Shaving Cream, 
Safety Razors and Blades 
Maxon. Inc. 




EVER BROTHERS COMPANY 

pntinued 

j Hollywood Premiere 

j with Luella Parsons and guest stars 
Drama 
Big Town 

with Edward G. Robinson, Ona 
Munson, Leith Stevens' Orchestra 
Drama 



Meet Mister Meek 

Drama 



Big Sister 

with Alice Frost, Martin Gabel 
Serial drama 



Aunt Jenny's Real Life Stories 

Dramatic sketches 



Friday 

10:00-10:30 p.m. 
71 CBS stations 

ORIGINATES: KNX 



Wednesday 
8:00-8:30 p.m. 
Rebroadcast 
9:30-10:00 p.m. 
75 CBS stations 

30 CBC stations 

ORIGINATES: KNX 

Wednesday 
7:30-8:00 p.m. 
Rebroadcast 
10:30-1 1:00 p.m. 
64 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
11:30-11:45 a.m. 
Rebroadcast 
2:00-2:15 p.m. 
75 CBS stations 

31 CBC stations 

ORIGINATES: WABC 

Mon. thru Fri. 
11:45-12:00 noon 

Rebroadcast 
2:15-2:30 p.m. 
63 CBS stations 

ORIGINATES: WABC 



Lifebuoy Heahh Soap 
William Esty & 
Company, Inc. 



Rinse 

Ruthrauff & Ryan, Inc. 



Lifebuoy 

William Esty & 
Company, Inc. 



Rinso 

Ruthrauff & Ryan, Inc. 



Spry 

Ruthrauff & Ryan, Inc. 



IGGETT & MYERS TOBACCO 
DMPANY 

^Oth Week on CBS) 

Glenn Miller and His Orchestra 

with Paula Kelly. Ray Eberle, 
and the Modernaires 

Professor Quiz 

with Bob Trout 
Questions and answers 



Tues., Wed., Thurs. 
10:00-10:15 p.m. 
97 CBS stations 

ORIGINATES: WABC 



Tuesday 

10:15-10:45 p.m. 
70 CBS stations 

ORIGINATES: WABC 



Chesterfield Cigarettes 
Neu ell-Emmett Co.. Inc. 



Velvet Pipe and Cigarette 
Tobacco 

Neivell-Emmett Co., Inc. 



HOMAS J. LIPTON, INC. 

8th Week on CBS) 

Helen Hayes Theater 
starring Helen Hayes, with Mark 
Warnow's Orchestra, and 
Harry von Zell 



Sunday 

8:00-8:30 p.m. 
Rebroadcast 
10:30-11 :00 p.m. 
94 CBS stations 

ORIGINATES : WABC 



Lipton's Tea and 
Tea Bags 

Young & Ruhicam, Inc. 



10 



MAGAZINE REPEATING RAZOR 
COMPANY 

(5th Week on CBS) 

Duffy's Tavern 

starring Ed Gardner as "Archie", 
Shirley Booth, John Kirby's Band, 
guest stars 



Saturday 
8:30-8:55 p.m. 

Rebroadcast 
11:30-11 :55 p.m. 
55 CBS stations 
originates: wabc 



Schick Injector 
Razors and Blades 
/. M. Mathes, Inc. 



PENN TOBACCO COMPANY 

(79th Week on CBS) 

Vox Pop 

Parks and Wally 

Quiz 



Thursday 
7:30-8:00 p.m. 
50 CBS stations 

ORIGINATES: ON TOUR 



Kentucky Club Pipe 
Tobacco 

Ruthrauff & Ryan, lju 



PET MILK SALES CORPORATION 

(385th Week on CBS) 

Saturday Night Serenade 

Bill Perry, tenor; Bob Trout, 
Gustave Haenschen's Orchestra 
and Chorus and guest stars 

Mary Lee Taylor 

home economist 
Household advice 



Saturday 
9:45-10:15 p.m. 
55 CBS stations 

ORIGINATES: WABC 



Tues. and Thurs. 
11:00-11 :15 a.m. 
Rebroadcast 
1:45-2 :00 p.m. 
67 CBS stations 

ORIGINATES: KMOX 



Pet Irradiated Milk 
Gardner Advertising 
Company 



PHILIP MORRIS & COMPANY, LTD. 

(243rd Week on CBS) 

Great Moments from 
Great Plays 

Directed by Charles Martin with 
guest stars and Ray Block's 
Orchestra 

Dramas of O'Neill, Shaw, Ibsen, and others 

The Crime Doctor 

Dramatic programs 



Friday 

9:00-9:30 p.m. 
Rebroadcast 
11:30-12:00 p.m. 
90 CBS stations 

ORIGINATES: WABC 



Sunday 

8:30-8:55 p.m. 
Rebroadcast 
11:00-11 :25 p.m. 
71 CBS stations 

ORIGINATES: WABC 



Philip Morris Cigarettes 
The Biow Company,!) 



Philip Morris Cigarettes 
The Bioiv Company, i 



THE PROCTER & GAMBLE CO. 

(336th Week on CBS) 

Those We Love 

with Nan Grey, Donald Woods, 

Richard Cromwell 

Drama 



Monday 
8:00-8:30 p.m. 
Rebroadcast 
12:00-12:30 a.m. 
71 CBS stations 

ORIGINATES: KNX 



Teel 
Drene 

H. W. Kastor & Son. 



11 



HE PROCTER & GAMBLE CO. 

onliniieil 

The Goldbergs 

Serial drama 

The O'Neills 

Serial drama 

Life Can Be Beautiful 

Serial drama 

Woman in White 

Serial drama 



Right to Happiness 

Serial drama 



Road of Life 

Serial drama 



Mon. thru Fri. 
5:00-5:15 p.m. 
Rebroadcast 
11:30-11 :45 a.m. 
22 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
5:15-5:30 p.m. 
17 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
1:00-1:15 p.m. 

37 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
1:15-1:30 p.m. 
34 CBS stations 

ORIGINATES : WBBM 

Mon. thru Fri. 
1:30-1 :45 p.m. 

38 CBS stations 
17 CBC stations 

ORIGINATES: WBBM 

Mon. thru Fri. 
1:45-2:00 p.m. 
26 CBS stations 

ORIGINATES: WBBM 



Oxydol 

Blackett-Sam ple- 
Hummert, Inc. 



Ivory Soap 

Compton Advertising, 
Inc. 

Ivory Soap 

Compton Advertising, 
Inc. 

Camay 

Pedlar & Ryan, Inc. 

Crisco 

Compton Advertising, 
Inc. 



Chipso 

Pedlar & Ryan, Inc. 



RUDENTIAL INSURANCE COMPANY 
>F AMERICA 

yth Week on CBS) 

! When a Girl Marries 
Serial drama 



Mon. thru Fri. 
12:15-12:30 p.m. 
52 CBS stations 

ORIGINATES: WABC 



Insurance Services 

Benton & Boivles, Inc. 



4 



I 3. REYNOLDS TOBACCO 
SOMPANY 

^13th Week on CBS) 

'i Blondie 

with Penny Singleton and 
Arthur Lake 
Domestic comedy 

Al Pearce and His Gang 

with Margaret Brayton, Artie 
I Auerbach, Arthur Q. Bryan, 

Wendell Niles, Dick Lane and guests 
( Variety 



Monday 
7:30-8:00 p.m. 
Rebroadcast 
10:30-11 :00 p.m. 
60 CBS stations 

ORIGINATES: KNX 



Friday 

7:30-8:00 p.m. 
Rebroadcast 
10:30-1 1:00 p.m. 
83 CBS stations 

ORIGINATES: KNX 



Camel Cigarettes 

Prince Albert Smoking 

Tobacco 

William Esty & 
Company, Inc. 




12 



1^, 



COLUMBIA 
NEW 
ENGLAND 
NETWORK 



COLUMBIA 
PACIFIC 
NETWORK 



CLIENT AND PROGRAM 



SPEARMINT GUM 

(458th Week on CBS) 

Scattergood Baines 

Serial drama 

Dear Mom 

with John Walsh, Dolph Nelson, 
Marvin Mueller and Eloise Kummer 

Drama 



TIME PRODUCT AND 



Mon. thru Fri. 
5:45-6:00 p.m. 
79 CBS stations 

ORIGINATES: WBBM 



Sunday 

6:55-7:15 p.m. 
69 CBS stations 

ORIGINATES: WBBM 



Spearmint Gum 

Arthur Meyerhoff & ( 



E. R. SQUIBB & SONS 

(39th Week on CBS) 

Frank Parker in 
Golden Treasury of Song 

Musical 



Mon. thru Fri. 
3:15-3:30 p.m. 
43 CBS stations 

ORIGINATES : WABC 



Squibb Products 
Geyer, Cornell & 
Newell, Inc. 



TEXAS COMPANY 

{201st Week on CBS) 

Texaco Star Theatre 

starring Fred Allen, with Kenny 
Baker, Portland Hoffa, Al Goodman's 
Orchestra, "Mighty Allen Art 
Players", Wynn Murray 
Variety 



Wednesday 
9:00-10:00 p.m. 
Rebroadcast 
12:00-1 :00 a.m. 
88 CBS stations 

ORIGINATES : WABC 



Texaco Products 
Buchanan & Co. 



U. S. TOBACCO COMPANY 

(305th Week on CBS) 

Gay Nineties Revue 

starring Beatrice Kay, 
Joe Howard, MC, Billy M. Greene, 
Florodora Girls, Elm City Four, 
Jenny Lynn 



Monday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11:55 p.m. 
52 CBS stations 

ORIGINATES : WABC 



Dill's Best 

Model Smoking Tobacco 
Arthur Kudner, Inc. 



ALEXANDER SMITH & SONS 
CARPET COMPANY 

(9th Week on CBS) 

The New England Home 

with Clara Dudley 

Talks on interior decoration 



Mon., Wed., Fri. 
3:30-3 :45 p.m. 

ORIGINATES: WEEI 



Carpets 

Anderson, Davis & 
Platte, Inc. 



AMERICAN CHICLE COMPANY 

(4th Week on CBS) 

By the Way 

with Bill Henry 



Wed., Fri. 
6:15-6:30 p.m. pst 

ORIGINATES: KNX 



Chiclets & Dentyne 
Badger, Browning 
& Hersey, Inc. 



13 



ATHASWEET CORPORATION 

Htli Week on CBS) 

Bob Garret! Reporting 

News 



Tues., Thurs. 
7:30-7:45 a.m. pst 

ORICmATES: KNX 



Bathasweet Products 
H. M. Kiesewetter 
Advertising Agency 



COLUMBIA 

PACIFIC 

NETWORK 

(.onliiiucd 



OLONIAL DAMES, INC. 

>9th Week on CBS) 

"Find the Woman" 

with Knox Manning 



Friday 

9:55-10:00 p.m. pst 

ORIGINATES: KNX 



Cosmetics 

Glasser, Gailey & Co. 



[.ENERAL FOODS CORPORATION 

mth Week on CBS) 

The Second Mrs. Burton 

Dramatic serial 



Mon. thru Fri. 
4:00-4:15 p.m. PST 

ORIGINATES: KNX 



Postum 

Young & Rubicam, Inc. 



;ENERAL PETROLEUM COMPANY Sunday 

)F CALIFORNIA 9:00-9:30 p.m. 

Uth Week on CBS) originates: knx 

I Was There 



Mobilgas. Mobih)il 
Smith & Drum, Inc. 



ICHARD HUDNUT 

56th Week on CBS) 

Hollywood Showcase 

( Beginning April 27) 



Tuesday 

9:30-10:00 p.m. 
originates: knx 



Marvelous Cosmetics 
Benton & Bowles, Inc. 



'. LORILLARD COMPANY 

253rd Week on CBS) 



Talk Your Way Out of This One 

Don't Be Personal 

Quiz 



Friday 

6:00-6:15 p.m. PST 
originates: knx 

Sunday 

9:30-10:00 p.m. PST 

ORIGINATES: KNX 



Sensation Cigarettes 

Lennen & M itchell. Inc. 



.OS ANGELES SOAP COMPANY 

79th Week on CBS) 

Knox Manning 

News 



Mon. thru Fri. 
2:30-2:45 p.m. pst 

ORIGINATES: KNX 



White King Soap 
Sierra Pine Soap 

Raymond R. Morgan Co. 



14 



COLUMBIA 
PACIFIC 
NETWORK 

Continued 



CLIENT AND PROGRAM 


TIME 


PRODUCT AND AGE! 








THE MENNEN COMPANY 

{103rd Week on CBS) 

Bob Garred Reporting 

News 


Mon.,Wed., Fri. 
7:30-7:45 a.m. pst 
originates: knx 


Mennen Shaving Cream 
H. M. Kiesewetter 
Advertising Agency 


NATIONAL LEAD COMPANY 

(39th Week on CBS) 

Answer Auction 

Quiz 


Thursday 

9:30-10 :00 p.m. PST 

ORIGINATES: KNX 


National Lead Products 
Erwin Wasey & Co. 


PETER PAUL, INC. 

(38th Week on CBS) 

Bob Garred Reporting 

News 


Mon., Wed., Fri. 
5:45-5:55 p.m. pst 
originates: knx 


Mounds Candy 
Ten Crown Gum 

Brisacher, Davis 

& Staff 


PLANTERS NUT AND 


Thursday 


Planters Salted Peanuts 



CHOCOLATE COMPANY 

(26th Week on CBS) 

What's On Your Mind? 



7:15-7:45 p.m. pst 
Beginning April 7 
Monday 
9:30-10:00 p.m. 
originates: knx 



Planters Peanut Oil 
Raymond R. Morgan 



COLUMBIA 
CALIFORNIA 
NETWORK 



SOIL OFF MANUFACTURING 
COMPANY 

(9th Week on CBS) 

Bob Garred Reporting 

News 



Thursday 

5:45-5:55 p.m. pst 
Saturday 

7:30-7:45 a.m. pst 

ORIGINATES: KNX 



Cleaning Fluid for 
Walls and Woodwork 

Hillman-Shane 

Advertising Agency, i 



BREAKFAST CLUB COFFEE, INC. 

(13th Week on CBS) 

Voice of Friendship 

with Rita Murray 



Tues., Thurs. 
7:45-8:00 a.m. pst 
originates: knx 



Breakfast Club Coffee 
Lockwood-ShacklefoT] 
Advertising Agency 



KNOX GELATINE COMPANY 


Tues., Thurs. 


Knox Sparkling Gelatine 


(18th Week on CBS) 


7:50-8:00 p.m. pst 


Kenyan & Eckhardt, I 




Saturday 


Background for Headlines 


7:45-8:00 p.m. pst 




with Bob Garred 


originates: knx 





SEASIDE OIL COMPANY 

Seaside Spelling Bee Liner 

(Begins April 13) 



Sunday 

5:30-5:55 p.m. pst 
Beginning "April 27 
4:30-4:55 p.m. pst 
originates: knx 



Seaside Ethyl Gasoline a 
Silverol Motor Oil 
The McCarthy Compat 



15 



jWERICAN CHICLE COMPANY* 

1st Week on WABC) 



kXHASWEET CORPORATION* Tuesday 
1st Week on WABC) 6:15-6:30 p.m. 

Ted Steele and his Novaehord 



Mon. thru Sat. 
8:00-8:01:30 a.m. 



Announcements 



Chiclets and Dentyne 
Badger, Browning & 
Hersey, Inc. 



WABC 

SPONSORED 
PROGRAMS 



ARBASOL COMPANY 
7th Week on WABC) 



Sports News 
with Mel Allen 



Tues., Thurs. 
6:10-6:15 p.m. 
Saturday 
5:55-6:00 p.m. 



Barbasol Shaving Cream 
Erwin, Wasey &Co.,Inc. 



'Bathasweet"Toilet Goods 
H. M. Kiesewetter 
Advertising Agency, Inc. 



ND STORES, INC. 

1st Week on WABC) 

Morning Almanac 

with Phil Cook 



Mon. thru Sat. 
7:30-7:45 a.m. 



Bond's Men's Clothing 
Neff-Rogoiv, Inc. 



HE BORDEN COMPANY 
Announcements 

(Begins April 23) 



Wed., Fri., Sat. 
6:45-6:46:30 p.m. 



Borden's Ice Cream 
Pedlar & Ryan, Inc. 



ULOVA WATCH COMPANY 

mh Week on WABC) 

Time Signals 


Sun. thru Sat. 
10 Times Daily 


Bulova Watches , 
The Blow Company 1 

1 


RAWFORD CLOTHES, INC. 

th Week on WABC) 

Odd Side of the News 


Mon., Wed., Fri. 
8:25-8:30 a.m. 


Men's Clothing 

A I Paul Lefton J 

i 



REZMA, INC. 

'2nd Week on WABC) 

Lessons in Loveliness 
with Nell Vinick 



Tues., Thurs., Sat. 
8:25-8:30 a.m. 
Tues. and Thurs. 
11:00-11 :15 a.m. 



'Drezma" Cosmetics 
Lynn Baker Company 



*In addition to number of weeks in which the client has used CBS Network facilities. 



16 



WABC 
SPONSORED 
PROGRAMS 

Continued 



FEDERAL SAVINGS & LOAN 
ASSOCIATION 

(12th Week on WABC) 

^ The March Through Life 




Monday 
10:30-10:45 p.m 



Savings Accounts and 
Home Loans 

Heffelfinger Agency 



KRUG BAKING COMPANY 

(67th Week on WABC) 

Woman's Page of the Air 
with Adelaide Hawley 



Friday 

8:45-9:00 a.m. 



Bakery Products 
and Coffee 

Elmer L. Cline 



R LORILLARD COMPANY* 

(4th Week on WABC) 

Record of the Day 



Mon., Wed., Fri. 
8:20-8:25 a.m. 



Old Gold Cigarettes 
/. Walter ThompsonC 



MARLIN FIREARMS COMPANY 

(19th Week on WABC) 

Rising Son 

with Larry Elliott 

Announcements 



Tues., Thurs., Fri. 
6:35-7:00 a.m. 



Marlin Razor Blades 
Craven & Hedrick, Ir 



MELVILLE SHOE COMPANY 

(124th Week on WABC) 

Early Morning News 



Mon. thru Sat. 
7:45-8:00 a.m. 



Thom McAn Shoes 
Neff-Rogow, Inc. 



I 



MILES LABORATORIES, INC. 

(17th Week on WABC) 

Afternoon News 



Mon. thru Fri. 
3:55-4:00 p.m. 
Saturday 
5:50-5:55 p.m. 



Alka-Seltzer and 
One-a-Day Vitamins 

Wade Advertising 

Agency 



I 



C. F. MUELLER COMPANY 

(14th Week on WABC) 

Morning News 



Mon. thru Fri. 
9:00-9:15 a.m. 



Mueller's Macaroni 
Products 

Kenyon & Eckhardt, 



17 



NEW YORK STATE BUREAU OF Tuesday 
MILK PUBLICITY 8:45-9:00 a.m. 

(24th Week on WABC) 



Milk Publicity 
/. M. Mathes, Inc. 



k (24t 

K \^'oman's Page of the Air 
■ with Adelaide Hawley 

P 

* In addition to number of iveeks in ivhich the client has used CBS Network facilities. 



DXZEMA CHEMICAL CO., INC. 

( Be{;inning April 12) 



Battle of the Boroughs 



Saturday 
9:45-10:15 p.m. 



WABC 

Noxzema Products SPONSORE 
RufJirauff & Ryan, Inc. PROGRAMS 



LSON RUG CO. Mon., Wed., Fri. Rugs 

Isth Week on WABC) 8:15-8:20 a.m. Presba, Fellers & 

I Presba, Inc. 

Music ot loday 



EPSI-COLA COMPANY* 

^6th Week on WABC) 

The Missus Goes A-Shopping 

Quiz 



Mon., Wed., Fri. 
8:30-8:45 a.m. 



Pepsi-Cola 

Newell-Emmett, Inc. 



ETER PAUL COMPANY* 

6th Week on WABC) 

I Early Riser's News 



Mon., Wed., Fri. 
6:30-6:35 a.m. 



Mounds 

Platt-Forbes, Inc. 



ELECT THEATRES CORR 

0th Week on WABC) 

Midnight News 



Mon., Tues., Wed. 
12:00-12:05 a.m. 



Hellzapoppin 

Blaine-Thompson 
Co., Inc. 



EST DISINFECTING COMPANY 

( Beginning April 7) 

It Takes a Woman 



Mon., Wed., Fri. 
8:25-8:30 a.m. 



CN 



Moser & Cotins, Inc. 




' 1 addition to number of weeks in which the client has used CBS Network facilities. 



CBS susniniG programs 



are chosen because they are timely, exciting, and balanced. These 
three standards of selection produce a diverse, flexible program 
schedule, carefully designed to win and retain the interest of mil- 
lions of listeners. To maintain its flexibility— to continue to present 
the most highly contemporary and most stimulating sustaining pro- 
grams on the air— Columbia finds it necessary in the course of the 
month to alter some details in the following schedule. These day- 
to-day and even hour-to-hour changes are reported, when possible, 
in local newspaper radio listings. 

For your convenience, the Columbia sustaining programs listed 
on the following pages are grouped in these eleven classifications: 



1. NEWS BROADCASTS Page 20 

2. PUBLIC AFFAIRS . Page 21 

3. DRAMATIC SERIES Page 21 

4. SERIOUS MUSIC Page 22 

5. EDUCATIONAL PROGRAMS Page 23 

6. RELIGIOUS BROADCASTS Page 25 

7. VARIETY PROGRAMS Page 26 

8. PERSONALITIES Page 26 

9. CHILDREN'S PROGRAMS Page 27 

10. LIGHT MUSIC Page 27 

CBS SHORT WAVE BROADCASTS Page 28 

ADDENDA: march programs Page 29 



ew8 Summaries. Analyses Columbia's staff of air reporters in European 

id Broadcasts from Europe capitals, in New York, and in Washington cover 

'HEDULED PERIODS the second world war according to a regular 

ONDAY THRU SUNDAY pattern of summaries, analyses, and news 

broadcasts from Europe. In addition to this 
daily schedule, CBS is prepared at any time to 
bring its audience immediate reports of signifi- 
cant unexpected events. The schedule is sup- 
plemented and sharpened by frequent addresses 
by public figures, historians, and political or 
military experts. The schedule: 

Neus Broadcasts: Edward R. Murrow. Charles 
Collingwood, Larry Lesueur from London; 
Harry W. Flannery, Joseph C. Harsch, Charles 
Barbe from Berlin; Cecil Brown from Rome; 
Leigh WTiite from Athens: Betty Wason from 
Athens; Winston Burdette from Ankara; 
Farnsworth Fowle from Belgrade; Herbert 
Clark from Buenos Aires; W. R. Wills from 
Tokyo; William Dunn in the Far East; Elmer 
Davis. Bob Trout. Linton Wells, Major G. F. 
Eliot, William L. Shirer, Spencer Williams 
from New York; Albert W^arner, Eric Sevareid 
from Washington: 8:00-8:15 a.m., Monday 
THRU SATURDAY; 6:45-7:00 p.m., MONDAY 
THRU SATURDAY; 9:00-9:15 a.m., 2:35-3:00 
p.m., SUNDAY. 2:30-3:00. 10:45-11:00 p.m., 

MONDAY THRU SATURDAY. 

News Summaries: 6:30, 9:00 a.m., 3:55 p.m., 
12:55 a.m., Monday thru Saturday; 5:50- 
5:55 p.m., Saturday; 8:00. 11:00 a.m., 2:.30 
p.m.. 12:55 a.m., Sunday. 

News Analyses: Linton W^ells, 12:00-12:05 
a.m., MONDAY thru SATURDAY; Elmer Davis, 
8:55-9:00 p.m., Sunday, 6:30-6:45 p.m., 
SATURDAY: Paul Sullivan. 6:30-6:45 p.m., 
FRIDAY. (See also sponsored news programs.) 



leadlines and Bylines In this Sunday evening period of news analy- 

':15-7:30 p.m. sis, Major George Fielding Eliot stresses 

:ach SUNDAY the military aspects of war in Europe, Albert 

Warner describes the Washington scene, and 
Bob Trout analyzes the week's news generally. 



PHUGRAM AND TIM 



DESCRI 



NEWS 
BROADCASTS 



PUBLIC 
AFFAIRS 



DRAMATIC 
SERIES 



News from 
All the Americas 

5:00-5:15 p.m. 

EACH SATURDAY 



Report to the Nation 
6:00-6:30 p.m. 

EACH SATURDAY 



Your Town and Ours 
7:30-8:00 p.m. 

EACH MONDAY 



Columbia Workshop 

10:30-11:00 p.m. 

EACH SUNDAY 




Free Company Presents 
2:00-2 :30 p.m. 

EACH SUNDAY 



"Honest Abe" 

11:05-11:30 a.m. 
EACH SATURDAY 



21 



ii 



CBS takes another step toward inter-Americar 
unity and friendship in this new series of news 
roundups from the important Latin Americar 
capitals. 



This informal, factual series, produced b) 
Brewster Morgan, shows the American people 
the inside workings of their own government 



The nation's capital, in terms of the men anc 
women who work and live there, is dramat 
ically presented in this new series with Eric 
Sevareid and a distinguished cast. 









The Columbia Workshop remains the foremosi 
program on the air devoted to experimentaj 
broadcasting. Davidson Taylor supervises pro 
duction. j 
APRIL 6: "The Rocking-Horse Winner" by D 
H. Lawrence, adapted by W. H. Auden. 
APRIL 13: "The Glory Machine" by Eri( 
Arthur, and "The House" by Andre Maurois. 
both directed by Howard Barnes ; "The Brook^ 
lyn Cantata" by George Kleinsinger, lyrics b\ 
Michael Stratton, conducted by Bernard Herr 
mann. 

APRIL 27 : "26 By Corwin" series begins, with' 
Norman Corwin as director and writer. 



ill' 

m. 
mi 



The Free Company, a group of American play 
Wrights and actors eager to combat hostile 
propaganda, presents a radio play on CB3 
each Sunday afternoon. In April: 
APRIL 6: A play by Orson Welles. 
APRIL 13: "The States Talking" by Archibald 
MacLeish. 



APRIL 20: "The Miracle of the Danube" b>| 
Maxwell Anderson. 

APRIL 27: "A Start in Life" by Paul Green, 



This Saturday morning series, written by E. Er 
Conkle, starring Wesley Addy, dramatizes epi- 
sodes in the early life of Abraham Lincoln. 



nevieve Rowe 
H5-5:00 p.m. 



[w York Philharmonic- 

iphony Orchestra 
)0-4:30 p.m. 

:H SUNDAY 



The New York Philharmonic-Symphony Or- 
chestra is in its eleventh consecutive year on 
CBS. John BarbiroUi is conductor. Deems 
Taylor intermission commentator. 
APRIL 6: Wolf-Ferrari; Grieg; Franck. 
APRIL 13: All Wagner program. 



Each Wednesday Genevieve Rowe, CBS sopra- 
no, is accompanied by Charles Paul at the 



>lumbia Concert Orchestra 
15-5:45 p.m. 

ONDAY, TUESDAY, 
lURSDAY AND FRIDAY 



The concert schedule includes several half- 
hour broadcasts of symphonic music each 
week. The orchestra is directed by Howard 
Barlow and Bernard Herrmann. 



/mphony Club Orchestra 
f Philadelphia 

30-8:00 p.m. 

INDAY, APRIL 12, 19, 26 



An amateur group of 100 talented players, 
sponsored by Edwin Fleisher of the Free 
Library of Philadelphia, perform under the 
able direction of William S. Happich. 



ibrary of Congress 
:00-3 :55 p.m. 

VCH SATURDAY 



This series, under the auspices of the Whittall 
Foundation, features the Budapest Quartet in 
well-known compositions for strings. 



BS Easter Program 

2:00-12:55 a.m. 
HURSDAY, APRIL 10 



The Columbia Concert Orchestra with soloists 
and chorus, conducted by Howard Barlow, is 
heard in a performance of Rossini's "Stabat 
Mater." 



hoir of All Angels' Church 

1:00-11 :30 p.m. 
IDAY, APRIL 11 



Andrew Tietjen conducts this famous choir in 
a celebration of Easter Week with the "German 
Requiem" by Brahms. 



SERIOUS 
MUSIC 



CH WEDNESDAY 


piano in a program of songs. 


ncinnati Conservatory 


The Cincinnati Conservatory of Music is in its 


i Music ^^^^ 


seventh season of Saturday morning broad- 


30-8:00 p.m. ^^^i 


^ casts on CBS. Alexander von Kreisler contin- 


TURDAY, APRIL 5 


ues to conduct the orchestra. 


NDAYS, 10:30-11:00 a.m. 




)uthern Serenade 
15-9:45 a.m. 
.CH WEDNESDAY 


A half hour of song and rhythm from the 
South, with the mellow voices of the Four 
Clubmen, Louise Wilcher at the organ. 



EDUCATIONAL 
PROGRAMS 



PROGRAM AND TIME 



CBS ADULT 
EDUCATION BOARD 



DESCRi 




Invitation to Learning 

9:30-10:00 p.m. 
EACH TUESDAY 



The People's Platform 
! 7:00-7:30 p.m. 

EACH SATURDAY 



Children Also Are People 
3:45-3:55 p.m. 

EACH WEDNESDAY 



"Invitation to Learning" and "The People ! i^" 
Platform" are presentations of the Departmer 
of Education, arranged with the counsel c 
Columbia's Adult Education Board. Member ' 
of the Board, representative of the nation' 
leading educators and publicists, are : 
LYMAN BRYSON, chairman spencer miller, jr. 



STRINGFELLOW BARR 
WILLIAM BENTON 
HARRY WOODBURN CHASE 
ROBERT I. GANNON, S.J. 
ALVIN S. JOHNSON 
HENRY R. LUCE 



RUTH BRYAN ROHDE 
THOMAS V. SMITH 
GEORGE EDGAR VINCENT 
WILLIAM ALLEN WHITE 
RAY LYMAN WILBIHl 
JOSEPH H. WILLITS 



This series invites listeners to read the world" 
great book discussed by Huntington Caims 
Allen Tate, and Mark Van Doren. 



Lyman Bryson entertains four Americans a 
dinner and draws them into an extempora 

neous discussion of current problems. 



CBS presents a new series of broadcasts b 
child experts and celebrities to show parent 
that children are people, too. 



Columbia's Country Journal 

12:00-12:30 p.m. 

EACH SATURDAY 



Charles Stookey, Columbia's director of agri; 
cultural programs, presents a weekly round' 
up of farm news and interviews. 



Highways to Health 

12:30-12:45 p.m. 

EACH SATURDAY 

2:50-3:00 p.m., april 12 



Dr. lago Galdston of the New York Academ 
of Medicine arranges these instructive talk,, 
for laymen. 



Exploring Space 
3:45-3:55 p.m. 

EACH FRIDAY 



This series tells — in an interesting, dramati 
manner— the stories of the planets and coi 
stellations. 



Columbia's Lecture Hall 
3:45-3:55 p.m. 



EACH MONDAY 



America in Transition 
3:45-3 :55 p.m. 

EACH TUESDAY 



Lectures on a variety of subjects by eminer 
speakers, many of whom are chosen from thj| 
lists of the Columbia Lecture Bureau. 



This new series features interviews of artists 
scientists and technologists by John Alle 
Wolf on their work. 



23 



iierican School of the Air 

15-9:45 a.m. 
■astern Time Zone) 
80-2:55 p.m. 
lentral Time Zone) 
B0-10:00 a.m. 
lountain Time Zone) 
3D0-2 :30 p.m. 
Pacific Time Zone) 

li)NDAY THRU FRIDAY 



■ 



The American School of the Air, now broad- 
cast to the Latin American Republics, is in its 
twelfth year on CBS. An estimated 8,000,000 
students in the United States alone listen reg- 
ularly to the series. 

MONDAYS— /47»erica«5 at Work 
APRIL 7: Nitrates 
APRIL 14: Aluminum. 
APRIL 21 : Pan-American Resources. 

TUESDAYS— Wellsprings of Music 
APRIL 1 : Western Songs. 
APRIL 8: Music of the Plains. 
APRIL 15: Railroad Songs. 
APRIL 22: Music of Motion. 

WEDNESDAYS — New Horizons 
APRIL 2 : Foods for the New World. 
APRIL 9: River of Gold. 
APRIL 16: Boom Days in the Jungle. 
APRIL 23: Streams of Green Gold. 

THURSDAYS— TaZes from Far and Near 
APRIL 3 : The Wonderful Locomotive. 
APRIL 17: Red Horse Hill. 
APRIL 21 : To be selected. 

FRIDAYS— TTiis Living World 
APRIL 4: The Monroe Doctrine. 
APRIL 18: Working for Permanent Peace. 
APRIL 25: The American Way. 



EDUCATIONAL 
PROGRAMS 



Iventures in Science 
15-3:55 p.m. 



ICR THURSDAY 



Watson Davis interviews prominent scientists 
on these CBS programs, planned in conjunc- 
tion with Science Service, Inc. 



Men and Books 

iO-3 :00 p.m. 

UGH SATURDAY 



Professor John T. Frederick of the Medill 
School of Journalism, Northwestern Univer- 
sity, discusses recently-published books and 
brings their authors to the CBS microphone. 



[>b8 for Defense 
:45-l :00 p.m. 

ICH SATURDAY 



A new series, in cooperation with the Office of 
Production Management, to aid the Govern- 
ment's drive for defense industrv workers. 



24 



PROGRAM AND TIM 



RELIGIOUS 
BROADCASTS 



Church of the Air 

10:00-10:30 a.m. 
1 :00-l :30 p.m. 

EACH SUNDAY 



Wings Over Jordan 
9:30-10:00 a.m. 

EACH SUNDAY 



Passover Program 
11:00-11 :30 p.m. 

THURSDAY, APRIL 10 



DESCRI 



The Church of the Air is presenting its eight 
consecutive year of Sunday morning and aftei; 
noon religious broadcasts. In April : 

APRIL 6: Morning: The Rev. Maurice \l 
Fogle, Hamilton Avenue Christian Church, S 
Louis, Mo. 

Afternoon: Elder Stephen L. Richards, Com 
cil of The Twelve, Church of Jesus Christ c 
Latter Day Saints, Salt Lake City, Utah. 

APRIL 13: Morning: The Very Rev. Kirk B 
O'Ferrall, D.D., Dean, St. Paul's Cathedra 
Detroit, Mich. 

Afternoon: Special Catholic Easter Service. 

APRIL 20: Morning: Dr. Louis D. Newtoi 
Druid Hills Baptist Church, Atlanta, Ga. 

Afternoon: The Most Rev. Gerald P. O'Har; 
Bishop of the Diocese of Savannah-Atlanta. 

APRIL 27: Morning: Rev. Dr. W. Galawa 
Tyson, District Superintendent, Philadelph^ 
Conference, The Methodist Church. 



diee 


.11 



Afternoon: Rabbi Herbert S. Goldstein, We 
Side Institutional Synagogue, N. Y. C. 



This program of religious talks and spiritua 
is presented by outstanding Negro leaders an 
educators and a choir of thirty-five voices. 

APRIL 6: Alva Tabor, Head Itinerant Teachi 
Trainer Fort Valley State College, Fort Vallei, 
Georgia. 

APRIL 13: Bishop B. G. Shaw, A.M.E., Zid 
Church, Birmingham, Alabama. 

APRIL 20: Mr. R. J. Reynold, Guide Rig 
Commission, Topeka, Kansas. I 

APRIL 27: The Honorable James H. Pric 
Governor of Virginia. 



Dr. Louis Finkelstein, Jewish Theologic. 
Seminary of America; Cantor David Putte 
man and Choir; Mr. Karl J. Austrian, Ame 
ican Jewish Committee. 



SI 



iintBi 



I 



fcet the Music 
(05-ll :30 p.m. 

in SUNDAY 



tinee at Meadowbrook 
•^"0-5:00 p.m. 
H SATURDAY 



[inging Bee" 

:00-10:30 a.m. 
:H SATURDAY 



|rl About Town 

:30-10 :45 p.m. 
:H MONDAY, 
SDNESDAY AND FRIDAY 



^'rientl in Deed 
30-3:45 p.m. 

)NDAY THRU FRIDAY 



sjor Bowes' Family 
:30-12 :30 p.m. 

ICH SUNDAY 



Fredda Gibson and Jack Leonard, two of 
radio's outstanding song stylists, are featured 
vocalists with Lyn Murray and his orchestra 
and mixed chorus on this new musical series. 
Each week the program pays tribute to some 
modern song writer. 



Jackson Wheeler is Jive Master, Helen Lewis 
in charge of adding confusion, in this new 
series from Meadowbrook, popular New Jersey 
resort. Top-notch bands appear on the pro- 
gram, which Perry Lafferty produces. 



Another new CBS Saturday morning feature 
is the "Singing Bee," conducted by Welcome 
Lewis, diminutive contralto. Contestants get 
cash awards for being able to identify a song 
and then singing, humming, or whistling it. 



Joan Edwards, singing star and pianist, is the 
"Girl About Town" in this new musical series. 
She is accompanied by Cy Walters and Johnny 
Garde, duo-pianists. 



Richard Maxwell presents a new program, 
based on the vital idea of friendship, each 
week-day afternoon. 



Major Bowes' family — the Dalton Brothers, 
Nicholas Cosentino, Charles Magante, Sam 
Herman, and Waldo Mayo's orchestra — pre- 
sent a spirited musical program each Sunday. 



VARIETY 



PERSONALITIES 



itdoors with Bob Edge 
15-6:30 p.m. 

ICH THURSDAY 



Bob Edge, CBS hunting and fishing expert, 
recounts anecdotes and furnishes useful infor- 
mation to sporting enthusiasts. 



> Politics 
1^130-2:00 p.m. 

CH SATURDAY 



The series features a quiz panel drawn from 
members of the National Legislature matching 
wits on any and all subjects — except that 
"politics " is barred. 



26 



1^, 



PROGRAM AND TIM! 



DESCRI 



PERSONALITIES 

Continued 



CHILDREN'S 
PROGRAMS 



LIGHT MUSIC 



The Old Dirt-Dobber 

9:30-10:00 a.m. 
EACH SATURDAY 




Let's Pretend 
1:00-1:30 p.m. 

EACH SATURDAY 




•'March of Games" 
1:30-2 :00 p.m. 

EACH SUNDAY 



CBS Vocalists 

VARIOUS HOURS 

t Y THRU SATURDAY 



bm Williams, horticultural expert of WLAii 
in Nashville, "the old dirl-dobber," answei^ 
queries about trees, plants, birds, and inset^ 









This series, which dramatizes the world 
greatest fairy tales, has won more awards tha 
any other children's program. Directed ^) 
Nila Mack and presented by a cast of chil^ 
actors, "Let's Pretend" has in 1940 won th 
Radio Daily Award as the best children's prci' 
gram on the air, the Scripps-Howard natior 
wide poll of radio editors, and the \^bmen" 
National Radio Committee Award. 



Children who like asking questions and thos 
who like answering get a chance on this qui 
program originated by Natalie Purvin Pragei 
Nila Mack directing. Arthur Ross is MC; Sybi 
Trent, 12, is "Miss Drum Major." 



The Columbia Network schedule of vocal pre 

grams includes many young singers of popi 
lar songs in many styles and interpretation! 
Among the current vocalists are : < 
Joan Edwards Jack Leonard 

Burl Ives Genevieve Rowe 

Bob Hannen 



my. 



Golden Gate Quartet, 

Four Clubmen, Symphonettes 

VARIOUS HOURS 



These harmony groups are featured on th 
Columbia Network through the week. Eacj ~~ 
group has a distinctive vocal style and is 
CBS favorite. 



Dance Orchestra 

VARIOUS HOURS 
MONDAY THRU SUNDAY 



America's leading dance bands provide a fu 
schedule of current hits and old favorites ti 
Columbia listeners each evening. These to 
ranking bands are scheduled for April: 



•Pit 



Shep Fields 
Walter Gross 
Joey Kearns 
Guy Lombardo 
Vincent Lopez 



^'aughn Monroe 
Jose Morand 
George Olsen 
Tommy Reynolds 
Ravmond Scott 



Jerry Wald 



27 



SHORT WAVE 
OADCAST SCHEDULE 

EUROPE AND 
UTH AMERICA 



Columbia's schedule of programs to Europe 
and South America, over short wave stations 
WCBX (New York) and WCAB (Philadelphia), 
consists of programs designed exclusively for 
European and South American listeners and 
programs heard regularly over the network. 



Iw8 Broadcasts 

English) 
:15-10:30. 11:30-11:45 a.m. 
30-1:45, 5:45-6:00, 
30-6:45 p.m. 

t)NDAY THRU FRIDAY 
[ltalian,German, French. Polish) 

:00noon-lp.m., 4:30-5 :30 p.m. 
[)NDAY THRU SATURDAY 
|:00 noon-1 p.m., 5-6 p.m. 

iJDAY 



Columbia transmits daily news programs to 
Europe in English, as well as in French, Ger- 
man, Italian and Polish. Sources for the news 
broadcasts are similar to those available to the 
network's regular reporters and analysts. A 
feature of the summaries is a review of New 
York Stock Exchange noon and closing prices. 



>llywood News 
)NDAY, 2:45-3:00 p.m. 
[URSD.AY, 7:45-8:00 p.m. 
)NDAY. 7:45-8:00 p.m. 



In collaboration with Will Hays' office, Colum- 
bia presents news of Hollywood once each 
week in English, Portuguese, and Spanish re- 
spectively. 



pw9 in Spanish 

:00-10:05 p.m. 

)NDAY THRU SUNDAY 

15-7:00 p.m. 

«DAY THRU FRIDAY 

30-7:15 p.m., sat. (WCBX) 
\ :30-12 :45 p.m., 2 :30-2 :45 p.m. 
15-6:00 p.m. 

)NDAY THRU FRIDAY (WCAB) 



World-wide news events are broadcast Mon- 
day through Friday by Alberto Zalamea, well- 
known journalist and native of Colombia, 
Saturday and Sunday by Americo Lugo- 
Romero (both of WCBX), Monday through 
Friday by Adriano A. Rubio (WCAB). 



.ews in Portuguese 
15-7:30 p.m. 

3NDAY THRU FRIDAY 



Luis Correa, native Brazilian journalist, re- 
ports the news each week-day in Portuguese 
for Columbia's audience in Brazil. 



pws of Latin America 
Spanish 
0-8:15 p.m. 

NDAY. WEDNESDAY. FRIDAY 



Mr. Roberto I nane tells the Latin American 
republics the news about their own Latin 
American neighbors. 



mltural News in Spanish 

EIDAY, 9:00-9:15 p.m. 



Americo Lugo-Romero is heard each T^'ednes- 
day in a quarter-hour digest of cultural news 
of special interest to South American listeners. 



jarmen Castelo's Broadway 
ulumn in Spanish 

piDAY, 7:30-7:45 p.m. 



The latest news of the theater, motion pictures, 
fashions and personalities of Broadway is re- 
ported in Spanish by Carmen Castelo. 



SPECIAL CBS 
BROADCASTS 
TO EUROPE 



SPECIAL CBS 
BROADCASTS 
TO SOUTH 
AMERICA 



28 




iiDDEIDA: 



MARCH PROGRAMS 



Ho-to 



Columbia's Special Feature broadcasts are arranged on a week t( 
week, sometimes day to day, and even, on occasion, hour to hou 
basis. One result of this flexibility and timeliness is the followirij 
partial list of March programs which were arranged too late fo 
inclusion in the last month's issue of the Columbia program book 



PUBLIC AFFAIRS 

MARCH 1 : Speaking in opposition to the 
Lend-Lease Bill, Senator John A. Danaher, 
Republican of Connecticut, listed the rea- 
sons he thought the Bill should not be 
passed, 2:00-2:15 p.m. 

MARCH 4: Senator James M. Tunnell, 
Democrat of Delaware, delivered an address 
in favor of passage of the pending Lend- 
Lease Bill, 5:30-5:45 p.m. 

MARCH 5: In a speech entitled "The Lend- 
Lease Bill is a Move Toward Peace," Sen- 
ator Scott Lucas, Democrat of Illinois, out- 
lined the arguments in favor of the Bill and 
urged that it be passed, 10:15-10:30 p.m. 

MARCH 6: Another advocate of passage of 
the contested Lend-Lease Bill, Senator Josh 
Lee. Democrat of Oklahoma, presented the 
affirmative position in the nationwide argu- 
ment, 10:15-10:30 p.m. 

MARCH 6: Answering the proponents of 
the Lend-Lease Bill, Republican Senator 
George D. Aiken of Vermont delivered an 
address entitled "Will H.R. 1776 Aid Eng- 
land in the Most Effective Way Possible?" 
giving his earnest opinion that that would 
not be the case, 10:30-10:45 p.m. 

MARCH 8: Mrs. Dwight W. Morrow, 
widow of the late Ambassador to Mexico, 



former acting president of Smith CoUegt 
(1939-40), author of several well knowt 
books, addressed a coast-to-coast Columbi; 
network audience in behalf of the then pend 
ing Lend-Lease Bill, 12:45-1:00 p.m. 

MARCH 9: Senator Robert A. Taft, Repub 
lican of Ohio, delivered an address givinjl 
his reasons why the Lend-Lease Bill shoul( 
not be passed, 1 :30-2:00 p.m. 



trai 



Tin 

Hiffii 



MARCH 19: Representative Jennings Ran; 
dolph. Democrat of West Virginia, in ai 
address entitled "A Separate Air Foroi 
Now" explained the many reasons he deeme^ mk 
it urgent that a separate air force be estah 
li'shed right away, 10:00-10:15 p.m. 



MB 



MARCH 15: President Roosevelt was hean 
by the Columbia audience speaking at th 
White House Correspondents Dinner ii 
Washington, 9:30-10:00 p.m. 



MARCH 21: Norman Thomas, Nationa' 
Chairman of the Socialist Party in th 
United States, presented his views on "Nex 
Steps in the Fight Against War," advocatin 
a pledge by Congress to await advisory rei 
erendum by the people before any declart 
tion of war. 10:00-10:15 p.m. 

MARCH 22: Richard G. Casey, Ministe 
from Australia to the United States, dis 
cussed his country's participation in th 



\ r. speakinu fidin WJSV. Columbia s sta- 
t II for the nation s capital, over a CBS 
cist-to-coast hook-up. 10:15-10:30 p.m. 

MARCH 26: Colonel William J. Donovan, 
lesident Roose\elt"s personal representa- 
t e returned from abroad, delivered a re- 
tort to the American people on the result of 
B three- and -a -half -month trip to study 
Ijitish war efforts and European and Near 
|st conditions. 10:30-11 :00 p.m. 

■m.-VRCH 29: President Roosevelt's Jackson 
■y address was broadcast throughout the 
»rld over the network and international 
lort-wave facilities of the Columbia Broad- 
Bting System. Mr. Roosevelt spoke from 
famous annual Jackson Day dinner at 
Mavflower Hotel in ashington. which 
s attended by the leaders of the Demo- 
tic Partv, 9:30-9:45 p.m. 

ECIAL EVENTS 

MARCH o: Carmel Snow, editor of Har- 
ris Bazaar, fashion authoritv. gave the 
erage woman— housewife as well as career 
:1— some expert advice on how to choose 
)thes suitable for all occasions, yet stay 
thin her budget. 5:15-5:30 p.m. 

MARCH 15: From Oberlin College the 
)lumbia Broadcasting System brought its 
dience the program of the Intercollegiate 
in American Congress, broadcasting the 
eeches of the Pan American L nion's Chief 
Labor Division. Dr. Ernesto Galarza. and 
rs. Aline Kistler. Executive Secretarv of 
e American National Committee of En- 
aving. 10:35-10:45 p.m. 

MARCH 17: Eamon de \alera. American- 
irn Prime Minister of Eire, extended St. 
itrick"s Day greetings to the people of the 
iiited States in a special Columbia broad- 
stfrom Dublin. 11:15-11:30 p.m. 

MARCH 19: In connection with the series 
meetings held by the National Associa- 



tion of Manufacturers throughout the South 
on "National Defense Clinics," the Colum- 
bia Broadcasting System brought before its 
audience a round table discussion led by 
the Association's President, Walter D. Fuller, 
featuring such prominent speakers asT^ alter 
B. Weisenburger. Thurmond Chatham, 
Lammot du Pont. 10:15-10:30 p.m. 

MARCH 20: Accompanying an extraordi- 
nary "hunt for Spring. " Columbia set up its 
microphone in New \ork"s Central Park 
while a quintet of distinguished scientists 
from the Museum of Natural History sought 
out evidence of the new season (such as cro- 
cus, budding pussy-willow, skunk cabbage, 
activity among the zoo reptiles), on Spring's 
official first day. Conducting the Spring hunt 
were Hans Christian Adamson. Dr. Roy 
Chapman Andrews. Dr. Harold E. Anthony, 
Dr. James F. Chapin, Dr. Charles Russel and 
Dr. C. H. Curran — all members of the 
Museum staff, 3:30-3:45 p.m. 

MARCH 20: In speech, music and drama 
Columbia broadcast an appeal for aid to the 
450.000.000 persons affected bv the war in 
China. Former Ambassador William C. Bul- 
litt made the keynote address. A stirring 
radio drama written by noted Ivricist John 
LaTouche. with musical portions bv the 
Columbia Concert Orchestra, was presented, 
10:15-10:45 p.m. 

MARCH 22 : Prunella Wood. Woman's Ed- 
itor of King Features, interviewed several of 
the 1941 Fashion Academv Award win- 
ners on their wardrobe preferences during 
Columbia's broadcast announcing the best 
dressed women in America. W hat they 
planned to wear in the Easter parade, as 
well as their own particular clothes prefer- 
ences, were revealed bv the best-dressed 
debutante, night club entertainer, radio star, 
business girl, opera singer, and all-Ameri- 
can girl, 2:00-2:15 p.m. 

MARCH 22: From Chicago the Columbia 



Broadcasting System brought the exciting 
second -by -second description of the mid- 
west's big indoor track event, "Bankers 
Mile," 11:15-11:30 p.m. 

MARCH 24: From Washington the Rt. Rev. 
Msgr. Michael J. Ready delivered a speech 
in behalf of the Bishops' Relief Committee, 
which coordinates Catholic effort in refugee 
work, 5:35-5:45 p.m. 

MARCH 25: Lord Halifax, British Ambas- 
sador to the United States, speaking at the 
famed Pilgrim Society dinner in New York, 
was heard all around the world through the 
facilities of the Columbia Broadcasting Sys- 
tem, 10:15-11:00 p.m. 

MARCH 27: The greatest "moving day" in 
the nation's history— shifting the dial set- 
tings of radio stations throughout the coun- 
try on more than 50,000.000 receiving sets 
—was heralded over the CBS network with 
a half-hour dramatic program entitled 
"Radio's Moving Day," 10:15-10:45 p.m. 

MARCH 29: The first radio network to be 
honored by the University of Georgia with 
the George Foster Peabody Radio Award, 
for its public service activities during 1940, 
the Columbia Broadcasting System brought 



before the nation the acceptance speech o 
CBS President William S. Paley, as well a 
the other principal addresses at the Aware 
dinner, 10:1.5-10:45 p.m. 

MARCH 30: The nation's foremost Negrc 
artists, including Marian Anderson. Ethe 
Waters. Joe Louis. Duke Ellington, Th( 
Golden Gate Quartet and a host of others 
joined in an exclusive CBS coast-to-coas 
broadcast in behalf of the National Urbaii; 
League s campaign to focus the country'; 
attention on the unemployment problem o 
the Negroes, 5:00-6:00 p.m. 

MARCH 30: Columbia listeners heard Vici 
President Henry A. Wallace deliver an ad 
dress on "Democracy and the Dignity o 
Man" before the triennial national conven 
tion of B'nai Brith, Jewish fraternal organi 
zation, from the Civic Opera House, Chi 
cago, 11:05-11:30 p.m. 

MUSIC 

MARCH 29: From Columbia's statioi 
WJSV in Washington, the nation heard th 
beautifully trained voices of the Birming 
ham-Southern College A Cappella Choir o 
Birmingham. Alabama, in a varied prograii 
of songs, 5:15-5:30 p.m. 



THE COLUMBIA BROADCASTING SYSTEM 



Sales and administrative offices: 485 Madison Avenue, New York • 182 Tremont Street. Boston 
410 North Michigan Avenue, Chicago • 902 Fisher Building. Detroit • Mart Building. 
St. Louis • 625 Second Avenue South. Minneapolis • Wilder Building. Charlotte. North 
Carolina • Earle Building, Washington • Columbia Square, Hollywood • Palace Hotel. 
San Francisco • 84 Hallain Street, W.l. London • Cable address, Cohnnbia. New York 



I 



BS PROGRAM BOOK • IIIIAYJ94I 




I 



ri 



THE (OLllMBlit 
PROGyM BOOK 

CBS SPONSORED PROGRAMS: pp. 3 to 16 
WABC SPONSORED PROGRAMS: pp. 16 to 18 
CBS SUSTAINING PROGRAMS: pp. 19 to 28 

PiiliHshed iiioiithly for advertising executives by 
THE COLUMBIA BROADCASTING SYSTEM 
485 Madison Avenue, New York City, N. Y. 



COLOBIA iETWORR CLIEITS 



• AUTOMOTIVE 

CHRYSLER CORPORATION: 

Plymouth, Dodge, DeSoto, 

Chrysler motor cars Page 5 

FORD MOTOR COMPANY: 

Ford cars, trucks, tractors. Mercury, 

Lincoln Page 7 

# CIGARETTES & TOBACCO 

AMERICAN TOBACCO COMPANY: 

Lucky Strike Cigarettes .... Page 3 

BROWN & WILLIAMSON TOBACCO CORP.: 

Raleigh Cigarettes Page 4 



LIGGETT & MYERS TOBACCO COMPANY : 



Chesterfield Cigarettes, 

\elvet Cigarette and Pipe Tobacco Page 10 

P. LORILLARD COMPANY: 

Sensation Cigarettes Page 14 

PENN TOBACCO COMPANY: 

Kentucky Club Pipe Tobacco . . Page 11 

PHILIP MORRIS & COMPANY, LTD.: 

Philip Morris Cigarettes . . . . Page 11 

R. J. REYNOLDS TOBACCO COMPANY: 
Camel Cigarettes, 

Prince Albert Smoking Tobacco . Page 13 

U. S. TOBACCO COMPANY: 

Dill's Best, Model Tobacco . . . Page 13 
« CONFECTIONERY 

AMERICAN CHICLE COMPANY: 

Chiclets & Dentyne Page 14 

DOUBLEMINT GUM: 

Doublemint Gum Page 7 

PETER PAUL, INC.: 

Mounds Candy, Ten Crown Gum . Page 15 

SPEARMINT GUM: 

Spearmint Gum Page 13 

f> DRUGS & TOILET GOODS 

AFFILIATED PRODUCTS, INC.: 

Edna Wallace Hopper Cosmetics, 

Kolynos Page 3 

ANACIN COMPANY: 

Anacin Page 3 

ARMOUR SOAP WORKS: 

Luxor Toiletries Page 3 



BATHASWEET CORPORATION : 

Bathasweet Products Page 14* 

BAYER COMPANY: 

Bayer Aspirin Page 4 

CAMPANA SALES COMPANY: ; 

Campana Hand Cream, 

Italian Balm. Dreskin, Coolies. 

D.D.D., Old South Toiletries . . Page 4 

CHESEBROUGH MANUFACTURING COMPANY: 

Vaseline Preparations .... Page 5' 



COLGATE-PALMOLIVE-PEET COMPANY : 



(See also Laundry Soaps) ' 

Colgate Dental Cream, ' | 

Palmolive Shave Cream, j 

Palmolive Brushless Shave, | 

Palmolive Soap, | 

Colgate Tooth Powder .... Page 6| 

COLONIAL DAMES, INC. : i 

Cosmetics Page 14 

GILLETTE SAFETY RAZOR COMPANY: I 

Gillette Shaving Cream, i 

Safety Razors and Blades, j 

Tech Razors Page V 

^ I 

RICHARD HUDNUT: . j 

Marvelous Cosmetics Page I'! 

JOHNSON & JOHNSON: 

Band-Aid Page 

LADY ESTHER LTD.: 

Face Powder, Face Cream. 



Rouge, Lipstick and Nail Polish . Page *; 

LEVER BROTHERS COMPANY: ' 

(See also Foods; Laundry Soaps) 

Lux Toilet Soap, Lifebuoy . . Pages 9, K. 

LOS ANGELES SOAP COMPANY: I 

White King Soap, ' 
Sierra Pine Soap Page 1-' 

MAGAZINE REPEATING RAZOR CO.: 

Schick Injector Razors and Blades Page 1' 

THE MENNEN COMPANY: 

Mennen Shaving Cream .... Page L 

THE PROCTER & GAMBLE COMPANY: 

(See also Laundry Soaps; Foods) 

Teel, Drene, Ivory Page 1 

E. R. SQUIBB & SONS: 

Squibb Products Page 1 



I 



FOODS & BEVERAGES 

RMOUR AND COMPANY: 

eet Page 3 

3WEy's, inc.: 

ari-Rich Products Page 4 

REAKFAST CLl B COFFEE, INC.: 

offee Page 15 

lUFORNIA FRUIT GROWERS EXCHANGE: 
iinkist Oranges, Lemons . . . Page 4 
\MPBELL SOUP COMPANY: 

ampbell s Soups. 

eaiis, and Tomato Juice . . . Pages 4, 5 

ranco- American Macaroni 

lid Spaghetti Page 5 

OCA-COLA COMPANY: 

oca-Cola Page 5 

ONTINENTAL BAKING COMPANY, INC.: 
wonder Bread Page 6 

URTISS CANDY COMPANY: 

iandy Page 7 

LORIDA CITRUS COMMISSION: 

lorida Citrus Fruit Page 7 

IeNERAL FOODS CORPORATION: 

'h'c also Laundry Soaps) 

irape Nuts. Post Toasties, Sanka, 

.iinute Tapioca, 

)iamond Crystal Salt, 

daxwell House Coffee, 

'ost Toasties, 

Jwansdown Pages 7, 8 

ostum Page 14 

kENERAL MILLS, INC.: 



heaties. Gold Medal Flour 



. Page 8 

RONIZED YEAST CO., INC.: 

ronized Yeast Page 9 

vNOX GELATINE COMPANY: 

vnox Sparkling Gelatine . . . Page 15 

!LEVER BROTHERS COMPANY: 

i5ee also Drugs; Laundry Soaps) 

ISpry Page 10 

THOMAS .1. LIPTON, INC.: 

Mpton's Tea and Tea Bags . . . Page 10 
PET MILK SALES CORPORATION: 

Pet Irradiated Milk Page 11 

PLANTERS NUT & CHOCOLATE COMPANY: 

Planters Salted Peanuts, 

Planters Peanut Oil Page 15 

THE PROCTER & GAMBLE COMPANY: 

See also Toilet Goods; Laundry Soaps) 

Crisco Page 12 



LAUNDRY SOAPS & ACCESSORIES 

COLGATE-PALMOLIVE-PEET COMPANY: 

(See also Toilet Goods) 

Concentrated Super Suds, Crystal White, 
Octagon Products Page 6 

GENERAL FOODS CORPORATION: 

(See also Foods) 

La France, Satina Page 8 

LEVER BROTHERS COMPANY: 

(See also Drugs; Foods) 

Rinso Pages 9, 10 

THE PROCTER & GAMBLE COMPANY: 

(See also Toilet Goods; Foods) 

Ivory, Oxydol, Chipso, Duz . . . Page 12 

LUBRICANTS 

AMERICAN OIL COMPANY: 

Amoco-Gas, Orange American Gas Page 3 

GENERAL PETROLEUM CO. OF CALIFORNIA: 

Mobilgas, Mobiloil Page 14 

GULF OIL CORPORATION: 

Motor Oil and Gas Page 9 

SEASIDE OIL COMPANY: 

Seaside Ethyl Gasoline and 

Silverol Motor Oil Page 15 

TEXAS COMPANY: 

Texaco Products Page 13 



MISCELLANEOUS 

ART METAL WORKS, INC.: 

Ronson Lighters Page 3 

COMMERCIAL CREDIT COMPANY: 

Automobile Finance Service . . Page 6 

EVERSHARP, INC.: 

Eversharp Pens and Pencils . . Page 7 

INTERNATIONAL SILVER COMPANY: 

International Sterling and 

1847 Rogers Bros. Silverplate . . Page 9 

NATIONAL LEAD COMPANY: 

Products Page 15 

PROVINCE OF ONTARIO 

Travel Service Page 1 1 

PRUDENTIAL INSURANCE COMPANY 
OF AMERICA: 

Insurance Services Page 12 

SOIL OFF MANUFACTURING CO.: 

Cleaning Fluid Page 15 

WILMINGTON TRANSPORTATION COMPANY 

Santa Catalina Island .... Page 15 



All time listed on the following pages is current New York time unless otherwise indicated. 











ND AGE 











AFFILIATED PRODUCTS, INC. 

(430th Week on CBS) 

The Romance of Helen Trent 

Serial drama 



Mon. thru Fri. 
12:30-12:45 p.m. 
43 CBS stations 
originates: wbbm 



Edna Wallace Hopper 
Cosmetics, Kolynos 
Blackett-Sam pie- 
Hummert, Inc. 







AMERICAN OIL COMPANY 

(145th Week on CBS) 

The Human Side of the News 
by Edwin C. Hill 



AMERICAN TOBACCO COMPANY 

(261st Week on CBS) 

Your Hit Parade 

Mark Warnow's Orchestra, 
Barry Wood, Bea Wain, 
Hit Paraders Chorus 



Mon. thru Fri. 
6:00-6:10 p.m. 
Rebroadcast 
11:00-1 1:10 p.m. 
50 CBS stations 

ORIGIN \TES: WABC 



Amoco-Gas 

Orange American Gas 

The Joseph Katz 

Company 







mm 




Saturday 
9:00-9:45 p.m. 
Rebroadcast 
12 mid.-12:45 a.m. 
104 CBS stations 
originates: wabc 



Lucky Strike Cigarettes 
Lord & Thomas 




ANACIN COMPANY 

(212th Week on CBS) 

Our Gal, Sunday 



Mon. thru Fri. 
12:45-1 :00 p.m. 
51 CBS stations 

ORIGINATES: WABC 



Anacin 

Blackett-Sample- 
Hummert, Inc. 



ARMOUR AND COMPANY 

(12th Week on CBS) 

Treat-Time 

with Buddy Clark 



Mon., Wed., Fri. 
11:00-11 :15 a.m. 
51 CBS stations 
originates: wbbm 



Treet 

Lord & Thomas 



ARMOUR SOAP WORKS 

(11th Week on CBS) 

Wayne King and His Orchestra 

Music 



Saturday 
7:30-8:00 p.m. 
35 CBS stations 
originates: on tour 



Luxor Toiletries 
Lord & Thomas 



ART METAL WORKS, INC. 

(3rd Week on CBS) 

Paul Sullivan Reviews 
the News 



Friday 

6:30-6:45 p.m. 
Rebroadcast 
12 mid.-I2:15 a.m. 
1:00-1:15 a.m. 
23 CBS stations 
originates: whas 



Ronson Lighters 

Cecil & Presbrey, Ii^ 



.3 









1 YER COMPANY 

{ ^2nd Week on CBS) 

Second Husband 

with Helen Menken, presented 
by the Famous Actors' Guild 


Tuesday 
7:30-8:00 p.m. 
74 CBS stations 

ORIGINATES: WABC 


Bayer Aspirin 

Bt ackett-Sani ple- 
Huinmert, Inc. 


l»WEY'S, INC. 

list Week on CBS) 

^ News and Rhythm 
1 with Dale Evans, vocalist, Todd 
H Hunter, news commentator, Tommy 
H Bartlett, Dari-Rich Orchestra 


Sunday 

11:05-11:30 a.m. 
Rebroadcast 
1 :35-2 :00 p.m. 
34 CBS stations 
originates: wbbm 


Dari-Rich Products 
Sorensen & Company 


IkOWN & WILLIAMSON TOBACCO 
loRPORATION 

mi6th Week on CBS) 

1 

HfPauI Sullivan Reviews 
1 the News 


Mon. thru Thurs. 

6:30-6:45 p.m. 

Rebroadcast 

12 mid.-12:15 a.m. 

1 .00-1 :15 a.m. 

37 CBS stations 

originates: whas 


Raleigh Cigarettes 

Batten, Barton, Durstine 
& shorn. Inc. 


IjlLIFORNIA FRUIT GROWERS 
F (CHANGE 

1 04th Week on CBS) 

k , Sunkist Presents Hedda 
■ Hopper's Hollywood 


^ Mon., Wed., Fri. 
6:15-6:30 p.m. 
41 CBS stations 
originates: knx 


Sunkist Oranges 
Sunkist Lemons 
Lord & Thomas 


liMPANA SALES COMPANY 
i l59th Week on CBS) 

1 First Nighter 

I with Barbara Luddy and 

1 Les Tremayne 

1 Drama 


Tuesday 
8:30-8:55 p.m. 
55 CBS stations 
originates: wbbm 


Campana Hand Cream, 
Italian Balm, Dreskin, 
Coolies, D.D.D., Old South 
Toiletries 

Aubrey, Moore & 

Wallace, Inc. 


AMPBELL SOUP COMPANY 

l34th Week on CBS) 

Campbell Playhouse 


Friday 

9:30-10:00 p.m. 
65 CBS stations 
originates : wabc 


Campbell's Soups 

W^ard W'lieelock 

\^ Uiiiuuiiy 



with guest stars 



4 



f 



CLIENT AND PROGRAM 



CAMPBELL SOUP COMPANY 

Continued 

Amos 'n' Andy 

Serial comedy-drama 



Martha Webster 

Dramatic serial 



Fletcher Wiley 

Talks 



Lanny Ross 

Songs 




Mon. thru Fri. 
7:00-7:15 p.m. 
Rebroadcast 
11:00-11:15 p.m. 
61 CBS stations 

ORIGINATES: KNX 

Mon. thru Fri. 
11:15-11:30 a.m. 
Rebroadcast 
3:00-3:15 p.m. 
58 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
2:30-2:45 p.m. 
37 CBS stations 

ORIGINATES: KNX 

Mon. thru. Fri. 
7:15-7:30 p.m. 
Rebroadcast 
11:15-11:30 p.m. 
58 CBS stations 
(Mon. and Wed. 
57 CBS stations) 

ORIGINATES: WABC 



PRODUCT AN 



Campbell's Soups 
Ward Wheelock 
Company 







Franco-American 
Macaroni and Spaghetti 
Ruthrauff & Ryan, In 



CHESEBROUGH MANUFACTURING 
COMPANY, CONSOLIDATED 

(130th Week on CBS) 

Dr. Christian 

with Jean Hersholt 



Wednesday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11:55 p.m. 
65 CBS stations 
originates: knx 



Vaseline Preparations 
McCann-Erickson, In 



CHRYSLER CORPORATION 

(269th Week on CBS) 



m 



Major Bowes' 
Original Amateur Hour 



Thursday 
9:00-10:00 p.m. 
85 CBS stations 
originates: wabc 



Plymouth, Dodge, 
DeSoto, Chrysler 

Ruthrauff & Ryan, /ni 



COCA-COLA COMPANY 

(89th Week on CBS) 

Pause That Refreshes 
On the Air 

with Andre Kostelanetz and his 
45-piece orchestra, Albert Spalding, 



and guest soloists 




Sunday 

4:30-5:15 p.m. 
105 CBS stations 

ORIGINATES: WABC 



Coca-Cola 

D'Arcy Advertising 
Company, Inc. 



I )LGATE-PALMOLI VE-PEET 
OMPANY 

^7th Week on CBS) 

Colgate Spotlight 

with Ed East, Charles Hathaway 

and his orchestra and guests 

Variety 

City Desk 

Drama 



Woman of Courage 

Serial drama 



Myrt and Marge 

Serial drama 



The Story of Bess Johnson 

Serial drama ' 



Stepmother 

Serial drama 



Thursday 
8:00-8:30 p.m. 
Rebroadcast 
11:30-12 mid. 
69 CBS stations 

ORIGINATES: WABC 



Thursday 
8:30-8:55 p.m. 
Rebroadcast 
12:00-12:25 a.m. 
69 CBS stations 

ORIGINATES : WABC 

Men. thru Fri. 
10:45-11:00 a.m. 

Rebroadcast 
3:45^:00 p.m. 
64 CBS stations 

originates: WABC 

Mon. thru Fri. 
10:15-10:30 a.m. 

Rebroadcast 
4:15^:30 p.m. 
83 CBS stations 
originates: wabc 

Mon. thru Fri. 
4:30-4:45 p.m. 
82 CBS stations 
originates: wabc 

Mon. thru Fri. 
10:30-10:45 a.m. 
Rebroadcast 
4:45-5:00 p.m. 
49 CBS stations 
originates: wbbm 



Colgate Dental Cream 
Ted Bates, Inc. 



Palmolive Shave Cream 
Palmolive Brushless Shave 
Ted Bates, Inc. 



Octagon Products 

Ted Bates, Inc. 
Crystal White 

Sherman & Marquette, 

Inc. 

New Concentrated Super 
Suds 

Super Suds 

Sherman & Marquette, 
Inc. 

Palmolive Soap 
Ward Wlieelock 
Com pany 

Colgate Tooth Powder 
Sherman & Marquette, 
Inc. 



pMMERCIAL CREDIT COMPANY 

mh Week on CBS) 

[ 

Boh Trout 

t News 



Mon., Wed., Fri. 
6:10-6:15 p.m. 
Rebroadcast 
11:10-11:15 p.m. 
Man., Wed., Fri. 
11:55-12 mid. 
Mon., Wed., Sat. 
68 CBS stations 
originates : wabc 



Automobile Finance 

Service 

O'Dea, Sheldon & 
Canaday, Inc. 



ONTINENTAL BAKING CO., INC. 

:30th Week on CBS) 

I Your Marriage Club 

with Haven MacQuarrie 
Quiz 



Saturday Wonder Bread 

8 :00-8 :30 p.m. Ted Bates, Inc. 

Rebroadcast 

11:00-11 :30 p.m. 

47 CBS stations 

originates: on tour 



■ CLIENT AND PROGRAM 












\ 

CURTISS CANDY COMPANY 

(32nd Week on CBS) 

News 

with Jackson Wheeler 


Sat., Sun. 
11:00-11:05 a.m. 
38 CBS stations 
originates: wabc 


Candy \ 
C. L. Miller Compan- 


DOUBLEMINT GUM 

(463rd Week on CBS) 

Melody Ranch 

with Gene Autry 

H estern dramatic series 


Sunday 

6:30-6:55 p.m. 
69 CBS stations 

ORIGINATES: KNX 


Doublemint Gum 
/. Walter Thompson 
Company 


EVERSHARP, INC, 

(83rd Week on CBS) 

Take It or Leave It 

with Bob Hawk, MC, David Ross 

(Juiz 


Sunday 

10:00-10:30 p.m. 
59 CBS stations 

ORIGINATES: ON TOUR 


Eversharp Pens and Per 1 
The Blow Company 


> 

FLORIDA CITRUS COMMISSION 

(62nd Week on CBS) 

Mary Margaret McBritle 

Talks 

1 


Mon. thru Fri. 
3:00-3:15 p.m. 
25 CBS stations 
(Tues. and Thiirs. 
20 CBS stations) 

ORIGINATES: WABC 


Florida Citrus Fruit i 
Arthur Kudner, Inc. 

i 


FORD MOTOR COMPANY 

(368th Week on CBS) 

Sunday Evening Hour 

Ford Symphony Orchestra and 
Chorus, guest conductors, 
and soloists 

IT"" i ? 1' 1 1 1 II" T / ' 

H itn talks by U. J. Cameron 


Sunday 

9:00-10:00 p.m. 
57 CBS stations 

ORIGINATES: WJR 


Ford motor cars, trucks, 
and tractors 
Mercury 
Lincoln 

McCann-Erickson, h 


GENERAL FOODS CORPORATION 

(310tli Week on CBS) 

We, the People 

with Gabriel Heatter and guests 

Real-life experiences 


Tuesday 
9:00-9:30 p.m. 
Rebroadcast 
12 mid.-12 :30 a.m. 
80 CBS stations 

ORIGINATES: WABC 


Sanka 

ioung & Rubicam, I . 


Kate Smith Hour 

with Kate Smith, Ted Collins, Jack 
Miller and his orchestra, Ted Straeter 
and his chorus and guest stars 
Music, comedy, and drama 


Friday 

8:00-8:55 p.m. 
Rebroadcast 
12 mid.-12:55 a.m. 
91 CBS stations 

ORIGINATES: WABC 


Grape Nuts 

Young & Rubicam, 1. 



7 



ENERAL FOODS CORPORATION 

ontinued 

Kate Smith Speaks ; News 

Talks and neivs 

Joyce Jordan, Girl Interne 

Serial drama 



Young Dr. Malone 

Serial drama 



Kate Hopkins 

Serial drama 



Mon. thru Fri. 
12:00-12:15 p.m. 
82 CBS stations 
originates: wabc 



Mon. thru Fri. 
2:15-2:30 p.m. 

Rebroadcast 
6 :30 6 :45 p.m. 
79 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
2:00-2:15 p.m. 
Rebroadcast 
6:00-6:15 p.m. 
87 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
2:45-3:00 p.m. 
Rebroadcast 
3:30-3:45 p.m. 
44 CBS stations 

ORIGINATES: WABC 



Swansdowii Cake Flour 
Young & Rubicam, Inc. 

Diamond Crystal Salt 
Benton & Bowles, Inc. 

La France 
Satina 

Minute Tapioca 

Young & Rubicam, Inc. 



Post Toasties 

Benton & Bowles, Inc. 



Maxwell House Coffee 
Benton & Bowles, Inc. 



ENERAL MILLS, INC. 

]62nd Week on CBS) 

By Kathleen Norris 

Dramatization of her novels 

Hymns of All Churches 
with Joe Emerson 



Betty Crocker 

Homemaker program 



Mon. thru Fri. 
10:00-10:15 a.m. 

31 CBS stations 

ORIGINATES: WABC 



Mon., Tues., Thurs. 
9:45-10:00 a.m. 

Rebroadcast 
5:15-5 :30 p.m. 
35 CBS stations 

ORIGINATES : WBBM 

Wed., Fri. 
9:45-10:00 a.m. 
Rebroadcast 
5:15-5:30 p.m. 
35 CBS stations 

ORIGINATES: WBBM 



Wheaties 

Knox Reeves 
Advertising, Inc. 



Gold Medal Flour 
Blackett-Sample- 
Hiirnmert, Inc. 



ILLETTE SAFETY RAZOR COMPANY 

02nd Week on CBS) 

, Elmer Davis 

News 

Kentucky Derby 

Track-side account by 

Clem McCarthy and Ted Husing 



Tues., Fri. 
8:55-9:00 p.m. 
57 CBS stations 

ORIGINATES: WABC 



Sat., May 3 
6:30-7:00 p.m. 
96 CBS stations 

ORIGINATES: CHURCHILL 
DOWNS 



Gillette Shaving Cream, 
Safety Razors and Blades 
Maxon, Inc. 



Gillette Blue Blades 
Tech Razors 
Maxon, Inc. 



CLIENT AND PROGRAM 



GULF OIL CORPORATION 

(377 th Week on CBS) 

World News Tonight 

News 




Sunday 
7:30-8:00 p.m. 
79 CBS stations 
originates: wabc 



Motor Oil and Gas 

Young & Rubicam, In 



INTERNATIONAL SILVER COMPANY 

il64th Week on CBS) 

SiEver Theater Summer Show 

with Ed Sullivan, Will Bradley 
and his orchestra, Terry Allen, 
Ray McKinley and others 



Sunday 

6:00-6:30 p.m. 
28 CBS stations 

ORIGINATES: WABC 



International Sterling ar 
1847 Rogers Bros. 
Silverplate 

Young & Rubicam, In 



IRONIZED YEAST CO., INC. 

(84th Week on CBS) 

Court of Missing Heirs 

Drama 



Tuesday 
8:00-8:30 p.m. 

Rebroadcast 
11:30-12 mid. 
75 CBS stations 

ORIGINATES: WABC 



Ironized Yeast 

Ruthrauff & Ryan, In 



JOHNSON & JOHNSON 

(4th Week on CBS) 

Voice of Broadway 

with Dorothy Kilgallen 



Saturday 
11:30-11:45 a.m. 
Rebroadcast 
2:30-2:45 p.m. 
59 CBS stations 

ORIGINATES: WABC 



Band-Aid 

Young & Rubicam, Ir 



LADY ESTHER, LTD. 

(386th Week on CBS) 

Guy Lombard© and His 
Orchestra 

Popular m usic 



Monday 

10:00-10 :30 p.m. 
64 CBS stations 

ORIGINATES: WABC 



Face Powder, Face Crea 
Rouge, Lipstick and 
Nail Polish 

Pedlar & Ryan, Inc. 



LEVER BROTHERS COMPANY 

(300th Week on CBS) 

Lux Radio Theater 

Cecil B. DeMille, director, 
with stars of stage and screen 
Drama 

Hollywood Premiere 

with Louella Parsons and guest stars 

Drama 

Big Town 

with Edward G. Robinson, Ona 
Munson, Leith Stevens' Orchestra 
Drama 



Monday 

9:00-10:00 p.m. 
66 CBS stations 
30 CBC stations 

ORIGINATES: KNX 



Friday 

10:00-10:30 p.m. 
71 CBS stations 

ORIGINATES: KNX 

Wednesday 
8:00-8:30 p.m. 
Rebroadcast 
9 .30-10 .00 p.m. 
75 CBS stations 
30 CBC stations 

ORIGINATES: KNX 



Lux Toilet Soap 

/. Walter Thompson 
Company 



n 



Lifebuoy Health Soap 
William Esty & 
Company, Inc. 

Rinso 

Ruthrauff & Ryan, Ii 



'i 



EVER BROTHERS COMPANY 

mtinued 

Meet Mister Meek 

Drama 

Big Sister 

with Alice Frost 
Serial drama 



Aunt Jenny's Real Life Stories 

Dramatic sketches 



Wednesday 
7:30-8:00 p.m. 
Rebroadcast 
10:30-1 1:00 p.m. 
64 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 

ll:30-ll:45a.m 
Rebroadcast 
2:00-2:15 p.m. 
74 CBS stations 
31 CBC stations 

ORIGINATES: WABC 

Mon. thru Fri. 
11:45-12:00 noon 
Rebroadcast 
2:13-2:30 p.m. 
62 CBS stations 

ORIGINATES: WABC 



Lifebuoy 

William Esty & 
Company, Inc. 



Rinso 

Ruthrauff & Ryan, Inc. 



Spry 

Ruthrauff & Ryan, Inc. 



IGGETT & MYERS TOBACCO 
OMPANY 

34th Week on CBS) 

Glenn Miller and His Orchestra 
with Paula Kelly, Ray Eberle, 
and the Modernaires 

Professor Quiz 

with Bob Trout 
Questions and answers 



Tues., Wed., Thurs. 
10:00-10:15 p.m. 
96 CBS stations 

ORIGINATES: WABC 



Tuesday 

10:15-10:45 p.m. 
70 CBS stations 

ORIGINATES: WABC 



Chesterfield Cigarettes 
Newell-Emmett Co., Inc. 



Velvet Pipe and Cigarette 
Tobacco 

Newell-Emmett Co., Inc. 



(hOMAS J. LIPTON, INC. 

\2nd Week on CBS) 

Helen Hayes Theater 

I' starring Helen Hayes, with Mark 
Warnow's Orchestra 



Sunday 

8:00-8:30 p.m. 
Rebroadcast 
10:30-1 1:00 p.m. 
97 CBS stations 

ORIGINATES: WABC 



Lipton's Tea and 
Tea Bags 

Young & Rubicam, Inc. 



AGAZINE REPEATING RAZOR 
OMPANY 

'th Week on CBS) 

Duffy's Tavern 

■ starring Ed Gardner as "Archie", 
Shirley Booth, John Kirby's Band, 
guest stars 



Saturday 
8:30-8:55 p.m. 
Rebroadcast 
11 .-30-11:55 p.m. 
55 CBS stations 

ORIGINATES: WABC 



Schick Injector 
Razors and Blades 
/. M. Mathes, Inc. 



PROVINCE OF ONTARIO 

(2nd Week on CBS) 

Ned Sparks Show 

starring Ned Sparks, with Luigi 
Romanelli and his orchestra, Sair 
Lee and Dave Davies 

Variety- 



Sunday 

5:30-6:00 p.m. 
52 CBS stations 

ORIGINATES: TORONTO 



Travel Service 

Walsh Advertising 
Company, Ltd. 




PENN TOBACCO COMPANY 

(83rd Week on CBS) 

Vox Pop 

Parks and Wally 
Quiz 



Thursday 



7:30-8:00 p.m. 
49 CBS stations 

ORIGINATES: ON TOUR 



Kentucky Club Pipe 
Tobacco 

Kiesewetter Advertis 
Agency 



PET MILK SALES CORPORATION 

(389th Week on CBS) 

Saturday Night Serenade 
Bill Perry, tenor; Bob Trout, 
Gustave Haenschen's Orchestra 
and Chorus and guest stars 

Mary Lee Taylor 

home economist 
Household advice 



Saturday 
9:45-10:15 p.m. 
56 CBS stations 
originates: wabc 



Tues. and Thurs 
ll:00-ll:15a.m 
Rebroadcast 
1 :45~2 :00 p.m. 
67 CBS stations 
originates: kmox 



Pet Irradiated Milk 
Gardner Advertising 
Company 



11 



PHILIP MORRIS & COMPANY, LTD. 

(247th Week on CBS) 

Great Moments from 
Great Plays 

Directed by Charles Martin with 
guest stars and Ray Block's 
Orchestra 

Dramas of O'Neill, Shaw, Ibsen, and others 

The Crime Doctor 

Dramatic programs 



Friday 

9:00-9:30 p.m. 
Rebroadcast 
11:30-12 :00 p.m. 
84 CBS stations 
originates: wabc 



Sunday 

8:30-8:55 p.m. 
Rebroadcast 
11:00-11:25 p.m. 
64 CBS stations 
originates: wabc 



Philip Morris Cigarette 
The Bioiv Company, ir 



I 



IE PROCTER & GAMBLE CO. 

mh Week on CBS) 

Those We Love 

with Nan Grey, Donald Woods, 
Richard Cromwell 

1 

1 Drama 


Monday 
8:00-8:30 p.m. 
Rebroadcast 
12:00-12:30 a.m. 
71 CBS stations 
originates: knx 


Teel ■ 

Drene i^H 
H. W. Kaslor & Sons ^ 


The Story of Mary Marlin 

Seriol druuKi 


Mon. thru Fri. 
5:00-5:15 p.m. 
17 CBS stations 

ORIGINATES : WBBM 


Ivory Soap 

Compton Advertising, 
Inc. 

i 


The Goldbergs 

Scridl drciTftcL 


Mon. thru Fri. 
5:15-5:30 p.m. 
16 CBS stations 

ORIGINATES: WABC 


Duz 

Dtuciteii'Kjurii uie- 
Hummert, Inc. 


The O'Neills 

Scriol drontG 


Mon. thru Fri. 
5:30-5:45 p.m. 
35 CBS stations 

ORIGINATES : WABC 


Ivory Soap 

Compton Advertising, 
Inc. 


Life Can Be Beautiful 

OKI Hit' HI iliflU 


Mon. thru Fri. 
1:00-1:15 p.m. 
43 CBS stations 

ORIGINATES: WABC 


Ivory Flakes 

Compton Advertising, 
Inc. 

i 


Woman in White 

Serial drama 


Mon. thru Fri. 
1:15-1:30 p.m. 

51 CBS st3.tions 
25 CBC stations 

ORIGINATES: WBBM 


Oxydol 

Blackett-Sam ple- 
nummert. Inc. 


' Right to Happiness 

[ Serial drama 

i 


Mon. thru Fri. 
1 :30-l :45 p.m. 

^0 CRS 'itqtinn<s 

•J\J VjUO SLcllHJIl& 

17 CBC stations 

ORIGINATES : WBBM 


Crisco 

Compton Advertising, 

J 

inc. 


Road of Life 

Serial drama 


Mon. thru Fri. 
1:45-2 :00 p.m. 
25 CBS stations 

ORIGINATES: WBBM 


Chipso 

Pedlar & Ryan, Inc. 


JUDENTIAL INSURANCE COMPANY 
F AMERICA 

\Oht Week on CBS) 

When a Girl Marries 

. Serial drama 


Mon. thru Fri. 
12:15-12:30 p.m. 
51 CBS stations 
originates: wabc 


Insurance Services 

Benton & Bowles, Inc. 



12 



R. J. REYNOLDS TOBACCO 
COMPANY 

{417th Week on CBS) 
Blondie 

with Penny Singleton and 
Arthur Lake 

Domestic comedy 

Al Pearce and His Gang 

with Blanche Stewart, Artie 
Auerbach, Wendell Niles, Lou 
Bring's Orchestra and guests 

Variety 



Monday 
7:30-8:00 p.m. 
Rebroadcast 
10:30-1 1:00 p.m. 
60 CBS stations 

ORIGINATES: KNX 



Friday 

7:30-8:00 p.m. 
Rebroadcast 
10:30-1 1:00 p.m. 
79 CBS stations 

ORIGINATES: KNX 



Camel Cigarettes 

Prince Albert Smoking 

Tobacco 

William Esty & 
Company, Inc. 



SPEARMINT GUM 

(462nd Week on CBS) 

Scattergood Baines 

Serial drama 

Dear Mom 

with John Walsh, Dolph Nelson, 
Marvin Mueller and Eloise Kummer 
Drama 



Mon. thru Fri. 
5:45-6:00 p. m. 
77 CBS stations 

ORIGINATES: WBBM 



Sunday 

6:55-7:15 p.m. 
69 CBS stations 
originates: wbbm 



Spearmint Gum 

Arthur Meyerhoff & 



E. R. SQUIBB & SONS 

(43rd Week on CBS) 

Frank Parker in 
Golden Treasury of Song 

M usical 



Mon. thru Fri. 
3:15-3:30 p.m. 
37 CBS stations 
originates: wabc 



Squibb Products 
Geyer, Cornell & 
Newell, Inc. 



( 



TEXAS COMPANY 

(205th Week on CBS) 

Texaco Star Theatre 

starring Fred Allen, with Kenny 
Baker, Portland Hoffa, Al Goodman's 
Orchestra, "Mighty Allen Art 
Players," Wyiin Murray 

Variety 



Wednesday 
9:00-10:00 p.m. 
Rebroadcast 
12 .00-1 :00 a.m. 
88 CBS stations 
originates: wabc 



Texaco Products 
Buchanan & Co. 



U. S. TOBACCO COMPANY 

(309th Week on CBS) 

Gay Nineties Revue 

starring Beatrice Kay, 
Joe Howard, mc, Billy M. Greene, 
Florodora Girls, Elm City Four, 
Jenny Lynn 



Monday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11:55 p.m. 
63 CBS stations 
originates: wabc 



Dill's Best j. 
Model Smoking Tobaccc 
Arthur Kudner, Inc. 











MERICAN CHICLE COMPANY 

]lh Week on CBS) 

By the Way 

with Bill Henry 


Tues., Thin s. 
9:30-9:45 p.m. pst 
originates: knx 


Chiclets & Dentyne 
Badger, Browning 
& Hersey, Inc. 


COLUMBIA 

PACIFIC 

NETWORK 


;athasweet corporation 

'>2nd Week on CBS) 

Bob Garred Reporting ^ , 

News ^ifNK 


Tues., Thurs. 
7:30-7:45 a.m. pst 
originates: knx 


Bathasweet Products 
H. M. Kiesewetter 
Advertising Agency j 




OLONIAL DAMES, INC. 

'3rd Week on CBS) 

1 "Find the Woman" 

1 with Knox Manning 


Friday 

8:55-9:00 p.m. PST 
originates: knx 


Cosmetics 

Glasser, Gailey & Co. 




llENERAL FOODS CORPORATION 
310th Week on CBS) 

The Second Mrs. Burton 

1 Dramatic serial 


Mon. thru Fri. 
3:00-3:15 p.m. pst 
originates: knx 


Postum 

Young & Rubicam, Inc. 




;ENERAL PETROLEUM COMPANY 
)F CALIFORNIA 

I8th Week on CBS) 

I I Was There 


Sunday 

9:00-9:30 p.m. pst 

ORIGINATES: KNX 


Mobilgas, Mobiloil | 
Smith & Drum, Inc. \ 




IICHARD HUDNUT 

70th Week on CBS) 

Hollywood Showcase 


Tuesday 

9:30-10:00 p.m. pst 

ORIGINATES: KNX 


Marvelous Cosmetics 
Benton & Botvles, Inc. 




; LORILLARD COMPANY 

257th Week on CBS) 

\ Don't Be Personal 

I with Art Baker 


Sunday 

8:30-9:00 p.m. PST 

ORIGINATES: KNX 


Sensation Cigarettes 

Lennen & Mitchell, Inc. 




• .OS ANGELES SOAP COMPANY 

83rd Week on CBS) 

Knox Manning 

News 


Men. thru Fri. 
7:30-7:45 a.m. PST 
Rebroadcast 
4:00^:15 p.m. pst 
originates: knx 


White King Soap , 
Sierra Pine Soap 

Raymond R. Morgan Co. 


14 





COLUMBIA 
PACIFIC 
NETWORK 

Continued 



THE MENNEN COMPANY 



COLUMBIA 
CALIFORNIA 
NETWORK 



Mon.,Wed., Fri. 



Mennen Shavinsr Cream 



{107th Week on CBS) 

Bob Garret! Reporting 

News 


7:30-7:45 a.m. pst 
originates: knx 


H. M. Kiesewetter 
Advertising Agency 


NATIONAL LEAD COMPANY 

(43rd Week on CBS) 

Answer Auction 

Quiz 


Thursday 

8:30-9:00 p.m. pst 

ORIGINATES: KNX 


National Lead Products 
Erwin Wasey & Co. 


PLANTERS NUT AND 
CHOCOLATE COMPANY 

(30th Week on CBS) 

What's On Your Mind? 


Monday 

8:30-9:00 p.m. pst 

ORIGINATES: KNX 


Planters Salted Peanuts 
Planters Peanut Oil 
Raymond R. Morgan ( 


SOIL OFF MANUFACTURING 
COMPANY 

(13th Week on CBS) 

Bob Garretl Reporting 

News 


Thursday 

4:45-4:55 p.m. pst 
Saturday 

7:30-7:45 a.m. pst 

ORIGINATES: KNX 


Cleaning Fluid for 
Walls and Woodwork 

Hillman-Shane 

Advertising Agency, Ii 


WILMINGTON TRANSPORTATION 
COMPANY 

Catalina Fun Quiz 

(Starts May 12) 


Mon. thru Fri. 
12:00-12:15 p.m. 
PST 

ORIGINATES: KNX 


Santa Catalina Island, 
Summer Resort 

Arthur Meyerhoff &C 


BREAKFAST CLUB COFFEE, INC. 

(17th Week on CBS) 

Voice of Friendship 
with Rita Murray 


Tues., Thurs. 
7:45-8:00 a.m. pst 

ORIGINATES: KNX 


1 

Breakfast Club Coffee 
Lockwood-Shacklefori' 
Advertising Agency 


KNOX GELATINE COMPANY 

(22nd Week on CBS) 

Background for Headlines 
with Bob Garred 


Tues., Thurs. 
6:50-7 :00 p.m. PST 
Saturday 

6:45-7:00 p.m. pst 

ORIGINATES: KNX 


Knox Sparkling Gelatine 
Kenyon & Eckhardt. I 


PETER PAUL, INC. 


Mon., Wed., Fri. 


Mounds Candy 



(42nd Week on CBS) 

Bob Garred Reporting 

Neivs 



4:45-^:55 p.m. pst 
originates: knx 



Ten Crown Gum 
Brisacher, Davis 
& Staff 



ASIDE OIL COMPANY 

d Week on CBS) 

Seaside Spelling Bee Liner 



Sunday 

4:30-4:55 p.m. pst 

ORIGINATES: KNX 



COLUMBIA 

Seaside Ethyl Gasoline and CALIFORNIA 
Silverol Motor Oil N ETWO R K 

The McCarty Company Continued 



ERICAN CHICLE COMPANY* 

^th Week onWABC) 



Announcements 




Mon. thru Sat. 
8:00-8:01:30 a.m. 



Chiclets and Dentyne 
Badger, Browning & 
Hersey, Inc. 



kRBASOL COMPANY 

1st Week on WABC) 

Sports News 
with Mel Allen 



I 



Tues., Thurs. 
6:10-6:15 p.m. 
Saturday 
5:55-6:00 p.m. 



Barbasol Shaving Cream 
Erwin, Wasey&Co.,Inc. 



LTHASWEET CORPORATION* Tuesday 

nh Week on WABC) 6 : 15-6 :30 p.m. 

Ted Steele and his Novachord 



"Bathasweet" Toilet Goods 
H. M. Kiesewetter 
Advertising Agency, Inc. 



bxD STORES, INC. 

^th Week on WABC) 

Arthur Godfrey 



Mon. thru Sat. 
7:30-7:45 a.m. 



Bond's Men's Clothing 
Neff-Rogow, Inc. 



WABC 

SPONSORED 
PROGRAMS 



HE BORDEN COMPANY* 
PIONEER DIVISION) 

nd Week on WABC) 

Announcements 



Wed., Fri., Sat. 
6:45-6:46:30 p.m. 



Reid's Ice Cream 

Pedlar & Ryan, Inc. 



ULOVA WATCH COMPANY 

'10th Week on WABC) 

Time Signals 



Sun. thru Sat. 
10 Times Daily 



Bulova Watches 

The Bioiv Company 



iREZMA, INC. 

'6th Week on WABC) 

Lessons in Loveliness 
with Nell Vinick 



Tues., Thurs., Sat. 
8:25-8:30 a.m. 
Tues. and Thurs. 
11:00-11 :15 a.m. 



"Drezma" Cosmetics 
Lynn Baker Company 




' : <i(l(]iii«ii lo number of weeks in which the client has used CBS Network facilities. 



16 



WABC 
SPONSORED 
PROGRAMS 

Continued 



KRUG BAKING COMPANY 

(71st Week on WABC) 

Woman's Page of the Air 

with Adelaide Hawley 



Friday 

8:45-9:00 a.m. 



Bakery Products 
and Coffee 

Elmer L. Cline 



LEHN & FINK PRODUCTS CORP.* 

{2nd Week on W'ABC) 

Arthur Godfrey 

1 Participations 


Mon., Wed., Fri. 
6:35-7:00 a.m. 


Hind's Honey & Almonc 

Cream 

William Esty & 
Company, Inc. 


P. LORILLARD COMPANY* 


Mon., Wed., Fri. 


Old Gold Cigarettes 


(8th Week on WABC) 


8:20-8:25 a.m. 


/. Walter Thompsom 


Record of the Day tdHi 


1 





MARLIN FIREARMS COMPANY 

[Zdra week on WAdL) 

Arthur Godfrey 

Participations 


Mon. thru Sat. 
i :uu— / :lo a.m. 


Marlin Razor Blades | 
Craven oc nearick, /[ 


McKESSON & ROBBINS, INC. 

Evening News 

(Starts May 5) 


Mon., Wed., Fri. 
10:45-11:00 p.m. 


Calox Tooth Powder 
/. D. Tarcher & Co., ] 


i MELVILLE SHOE COMPANY 

(128th Week on WABC) 

Early Morning News 


Mon. thru Sat. 
7:45-8:00 a.m. 


Thorn McAn Shoes i 
Neff-Rogow, Inc. i 


MILES LABORATORIES, INC. 

(21st Week on WABC) 

Afternoon News 


Saturday 
5:50-5:55 p.m. 


Alka-Seltzer and 
One-a-Day Vitamins 

Wade Advertising 

Agency 



MY BOOK HOUSE 

(1st Week on, WABC) 

Woman's Page of the Air 

with Adelaide Hawley 

Participations 



Mon., Wed., Fri. 
8:45-9:00 a.m. 



Book House 

Presba, Fellers & 
Presba, Inc. 



17 



*ln addition to number of tveeks in which the client has used CBS Network facilities. 



QXZEMA CHEMICAL CO., INC * 

th Week on WABC) 

Battle of the Boroughs 

Quiz 



HE NEWSPAPER PM, INC. 

0th Week on WABC) 

Arthur Godfrey 

Participations 

Woman's Page of the Air 
with Adelaide Hawley 
Participations 



Saturday 
9:45-10:15 p.m. 



Noxzema Products 

Ruthrauff & Ryan, Inc. 



Mon. thru Sat. 
6:35-7:00 a.m. 



1i 



Tues., Thurs., Sat. 
I 8:45-9:00 a.m. 



PM 



Harry A. Berk, Inc. 



WABC 

SPONSORED 
PROGRAMS 



Iepsi-cola company* 

Jth Week on WABC) 
The Missus Goes A-Shopping 



Mon., Wed., Fri. 
8:30-8:45 a.m. 



Pepsi-Cola 

Newell-Emmett, Inc. 



i 



ETER PAUL COMPANY* 

mh Week on WABC) 

V ^ Early Riser's News 

■km 

1 

■ tlVAL PACKING COMPANY 

■ Ith Week on WABC) 

"I- 



Men., Wed., Fri. 
6:30-6:35 a.m. 



Mounds 

Platt-Forbes, Inc. 



Music of Today 



Mon., Wed., Fri. 
8:15-8:20 a.m. 



Rival Dog Food 
Charles Silver & 
Company 



ELECT THEATRES CORR 
14th Week on WABC) 

Midnight News 



THE SHALER COMPANY 

Arthur Godfrey 

Participations 
(Starts May 23) 



Mon., Tues., Wed. 
12:00-12:05 a.m. 



Hellzapoppin 

Blaine-Thompson 
Co., Inc. 



J 



Mon. thru Sat. 
6:35-7:00 a.m. 



Rislone (motor tune up) 
Kirkgasser-Dreiv 
Advertising Agency 



S EST DISINFECTING COMPANY 

>rd Week on WABC) 

It Takes a Woman 
with Frances Scott 



Mon., Wed., Fri. 
8:25-8:30 a.m. 



CN 



Moser & Cotins, Inc. 



'n addition to number of weeks in which the client has used CBS Network facilities. 



18 



CBS SlSnillM PROfiRAMS 



are chosen because they are timely, exciting, and balanced. These 
three standards of selection produce a diverse, flexible program 
schedule, carefully designed to win and retain the interest of mil- 
lions of listeners. To maintain its flexibility— to continue to present 
the most highly contemporary and most stimulating sustaining pro- 
grams on the air — Columbia finds it necessary in the course of the 
month to alter some details in the following schedule. These day- 
to-day and even hour-to-hour changes are reported, when possible, 
in local newspaper radio listings. 

For your convenience, the Columbia sustaining programs listed 
on the following pages are grouped in these eleven classifications: 



1. NEWS BROADCASTS Page 20 

2. PUBLIC AFFAIRS . Page 21 

3. SPECIAL EVENTS Page 21 

4. DRAMATIC SERIES Page 21 

5. SERIOUS MUSIC Page 22 

6. EDUCATIONAL PROGRAMS Page 23 

7. RELIGIOUS BROADCASTS Page 25 

8. VARIETY PROGRAMS Page 25 

9. PERSONALITIES Page 26 

10. CHILDREN'S PROGRAMS Page 27 

n. LIGHT MUSIC Page 27 

CBS SHORT WAVE BROADCASTS Page 28 

ADDENDA: april programs Page 29 



ew9 Summaries, Analyses 
id Broadcasts from Europe 
:heduled periods 
onday thru sunday 



Columbia's staff of air reporters in European 
capitals, in New York, and in Washington cover 
the second world war according to a regular 
pattern of summaries, analyses, and news 
broadcasts from Europe. In addition to this 
daily schedule, CBS is prepared at any time to 
bring its audience immediate reports of signifi- 
cant unexpected events. The schedule is sup- 
plemented and sharpened by frequent addresses 
by public figures, historians, and political or 
military experts. The schedule: 
News Broadcasts: Edward R. Murrow, Charles 
Collingwood, Larry Lesueur from London; 
Harry W. Flannery, Joseph C. Harsch, Charles 
Barbe from Rome; Cecil Brown and Leigh 
\^Tiite from Belgrade; Betty Wason and Philip 
Brown from Athens; Winston Burdett from 
Ankara; Farnsworth Fowle from Sofia: 
Herbert Clark from Buenos Aires; W. R.Wills 
from Tokyo; William Dunn in the Far East; 
Elmer Davis, Bob Trout, Linton Wells, Major 
G. F. Eliot. William L. Shirer, Spencer 
Williams from New York: Albert Warner. Eric 
Sevareid, John Charles Daly from Washing- 
ton: 8:00-8:15 a.m., Monday thru Satur- 
day; 6:45-7:00 p.m., Monday thru Satur- 
day; 9:00-9:15 a.m., 2:35-3:00 p.m., Sunday. 
7:30-8:00, 11:00-11:15 p.m., Monday thru 

SATURDAY. 

News Summaries: 6:30, 9:00 a.m., 3:55 p.m., 
12:55 a.m., Monday thru satitrday; 5:50- 
5:55 p.m., Saturday; 8:00. 11:00 a.m., 2:30 
p.m., 12:55 a.m., Sunday. 
News Analyses: Linton Wells, 12:00-12:05 
a.m., MONDAY thru SATURDAY; Elmer Davis, 
8:55-9:00 p.m., Sunday, 6:30-6:45 p.m., 
SATURDAY; Paul Sullivan, 6:30-6:45 p.m., 
FRIDAY. (See also sponsored news programs.) 



NEWS 

BROADCASTS 



leadlines and Bylines 
1:00-11 :15 p.m. 
iACH SUNDAY 



In this Sunday evening period of news analy- 
sis. Major George Fielding Eliot stresses 
the military aspects of war in Europe, Albert 
Warner describes the Washington scene, and 
Bob Trout analyzes the week's news generally. 



20 



NEWS 
BROADCASTS 

Continued 



PUBLIC 
AFFAIRS 



News from 
All the Americas 
5:00-5:15 p.m. 
EACH SATURDAY 




SPECIAL EVENTS 



Report to the Nation 
6:00-6:30 p.m. 

I EACH SATURDAY 



Kentucky Derby Preview 

6:15-6:30 p.m., may 1 
11:15-11 :30 p.m., may 2 
5:30-5:50 p.m., may 3 



CBS takes another step toward inter-Americanl 
unity and friendship in this new series of newHi 
roundups from all the important Latin Amer !*'^'" 
ican capitals. 



This informal, factual series brings the Amer 
ican people a report each week on the insidfjl 
workings of their government. Each progran^jj.) 
describes the government's operation in jj 
problem or event rich in public interest. nw| 
series, which originates in Washington, is proj 
duced by Brewster Morgan. 



From Louisville, Kentucky, Ted Husing, ac' 
CBS sports reporter, brings turf and sport 1 
notables to his Columbia network microphonij 
to preview the 67th annual running of thi 
Kentucky Derby. 



DRAMATIC 
SERIES 



21 



Columbia Workshop 

10:30-11:00 p.m. 
(8:00-8:30 p.m. to West) 
each SUNDAY 




Free Company Presents 
2:00-2:30 p.m. 

SUNDAY, MAY 4 




The Columbia Workshop remains the forerao»<j 
program on the air devoted to experimental 
broadcasting. Starting with the first broadcas . 
in May, Norman Corwin returns as author i 
director in an ambitious series to be called "2(i 
by Corwin." 

may 4: Norman Corwin's "Radio Primer.'J 

MAY 18: First broadcast of excerpts froi 
"The People, Yes," music by Earl Robinson^ 
words by Norman Corwin and Carl Sandburg| 



The Free Company, a group of American pla) 
Wrights and actors formed to combat hostil 
propaganda, presents a radio play on CB! 
each Sunday afternoon. 

MAY 4: "Above Suspicion" by Sherwooi 
Anderson. 



MM 



le Life of Riley 

:00-10 :30 a.m. 
IJCH SATURDAY 



lonest Abe" 
05-11:30 a.m. 

CH SATURDAY 



olunibia Broadcasting 
[►'mphony 
00-4:30 p.m. 
InDAY, MAY 11, 18, 25 



lenevieve Rowe 
j:4S-5 :00 p.m. 

fiCH WEDNESDAY 

':00-5 :15 p.m. 

CH THURSDAY 



Famous stage and screen actor Lionel Slander, 
supported by a talented cast, stars in a new 
comedy -drama of a promoter temporarily 
down in his luck. The series is directed by 
Marx Loeb,and written by Leonardo Bercovici 
and Bob Sloan. 



This Saturday morning series, written by E. R 
Conkle, starring Henry Hull, dramatizes epi- 
sodes in the early life of Abraham Lincoln. 
Sidney Harmon directs. 



Brilliant conductor Howard Barlow brings 
back the Columbia Broadcasting Symphony 
for its sixth series of annual summer concerts. 
For May the program includes: 
MAY 11: Mozart: Overture to "Lucio Silla"; 
Hamilton Harty: John Field Suite; Ibert: 
Escales; Saint Saens: Symphony No. 3 in C 
minor, JULIUS mattfeld, organ soloist. 



Each Wednesday and Thursday Genevieve 
Rowe, CBS soprano, is accompanied by 
Charles Paul at the piano in a program of 
songs and operatic selections. 



SERIOUS 
MUSIC 



rincinnati Conservatory 
if Music 

'0:30-11:00 a.m. 
ACH SUNDAY 



The Cincinnati Conservatory of Music is in its 
seventh season of Saturday morning broad- 
casts on CBS. Alexander von Kreisler contin- 
ues to conduct the orchestra. 



1 outhern Serenade 
1 :15-9 :45 a.m. 

1 ACH WEDNESDAY 


A half hour of song and rh)1;hm from the 
South, with the mellow voices of the Four 
Clubmen, Louise Wilcher at the organ. 


l^olumbia Concert Orchestra 


The concert schedule includes several half- 


:30-8 :00 p.m. 


hour broadcasts of symphonic music each 


ACH SATURDAY 


week. The orchestra is directed by Howard 


:45-5:15 p.m. 


Barlow and Victor Bay. 


UESDAY, THURSDAY AND FRIDAY 





\ 



22 



SERIOUS 
MUSIC 

Continued 



Eighth Annual Radio 
Music Festival 
3:30-3:55 p.m. 
SATURDAY, MAY 10 




Under the leadership of Professor E(3gar I 
Gordon, and from the University of Wisco» 
sin's Stock Pavilion, comes the thrillin 
Festival of the thousands of school childre 
throughout Wisconsin whom Professor Gordo 
taught by radio. 



League of Composers 
3:00-3:55 p.m. 

SATURDAY, MAY 3 

3:00-3 :30 p.m. 

SATURDAY, MAY 10, 17, 24 



This series includes a number of works con 
missioned especially by the League of Con 
posers, and comes to Columbia's listeners i 
turn from New York, Rochester, Philadelphi 
and Los Angeles. 



International Society 
for Contemporary Music 

7:30-8:00 p.m. 

SATURDAY, MAY 17, 24 



The International Society for Contemporai 
Music, which counts among its members man 
of the most distinguished living musiciiini 
brings to Columbia's audience the first of foij 
programs of contemporary music. 



EDUCATIONAL 
PROGRAMS 



Westchester Negro 
Choral Union 

4:45-5:00 p.m. 
MONDAY, MAY 12 



CBS ADULT 
EDUCATION BOARD 



A program of Negro spirituals is brilliant), 
presented by a chorus of forty voices undt 
the direction of famous conductor - arrange 
Juanita Hall. 



"Invitation to Learning" and "The People! 
Platform" are presentations of the Departmei 
of Education, arranged with the counsel ( 
Columbia's Adult Education Board. Merabei 
of the Board, representative of the nation 
leading educators and publicists, are: 

LYMAN BRYSON, chairman henry r. luce 



STRINCFELLOW BARR 
WILLIAM BENTON 
HARRY WOODBURN CHASE 
ROBERT I. CANNON, S.J. 
ALVIN S. JOHNSON 



SPENCER MILLER, JR. 
RUTH BRYAN ROHDE 
THOMAS V. SMITH 
WILLIAM ALLEN WHITE 
RAY LYMAN WILBUR 



JOSEPH H. WILLITS 



Invitation to Learning 

9:30-10:00 p.m. 
EACH TUESDAY 



This series invites listeners to read or re-rea 
the world's great books discussed by Huntinj 
ton Cairns, Allen Tate, and Mark Van Dorei 



, 23 



1 CH 



' le People's Platform 
'00-7:30 p.m. 

SATURDAY 



Lyman Bryson entertains four Americans at 
dinner and draws them into an extempora- 
neous discussion of current problems and in- 
formal exchange of ideas. 



^ildren Also Are People 

145-3:55 p.m. 

tCH WEDNESDAY 



CBS presents a new series of broadcasts by 
child experts and celebrities to show parents 
that children are people, too. 



plumbia's Country Journal 

5:00-12:30 p.m. 

iCH SATURDAY 



i 



ighways to Health 

!:30-12 :45 p.m. 
CH SATURDAY 



ixploring Space 
45-3:55 p.m. 

!VCH FRIDAY 



lolumbia's Lecture Hall 
1:45-3:55 p.m. 



VCH MONDAY 



nierica in Transition 

i45-3:55 p.m. 



LVCH TUESDAY 



.dventures in Science 
,:45-3:55 p.m. 

ACH THURSDAY 



l^f Men and Books 
:30-3:00 p.m. 



ACH SATURDAY 



fobs for Defense 
2:45-1 :00 p.m. 
\TIRDAY. MAY 3 AND 10 



Charles Slookey, Columbia's director of agri- 
cultural programs, presents a weekly round- 
up of farm news and interviews distinguished 
agricultural authorities and leaders. 



Dr. lago Galdston of the I\ew \ork Academy 
of Medicine arranges these instructive talks 
for laymen. 



ihis series tells — in an interesting, dramatic 
manner— the stories of the planets and con- 
stellations. 



Lectures on a variety of subjects by eminent 
speakers, many of whom are chosen from the 
lists of the Columbia Lecture Bureau. 



This new series features interviews of artists, 
scientists and technologists by John Allen 
Wolf on their work. 



Watson Davis interviews prominent scientists 
on these CBS programs, planned in conjunc- 
tion with Science Service, Inc. 



Professor John T. Frederick of the Medill 
School of Journalism, Northwestern Univer- 
sity, discusses recently published books and 
brings their authors to the CBS microphone. 



A new series, in cooperation with the Office of 
Production Management, to aid the Govern- 
ment's drive for defense industry workers. 



EDUCATIONAL 
PROGRAMS 



24 



RELIGIOUS 
BROADCASTS 



Church of the Air 

10:00-10:30 a.m. 
1:00-1:30 p.m. 

EACH SUNDAY 



The Church of the Air is presenting its eightl| 
consecutive year of Sunday morning and after 
noon religious broadcasts. In May: 
MAY 4: Morning: The Reverend Harold li 
Yochum, President of the Michigan Distric 
of the American Lutheran Church, Detroit. 
Afternoon: The Reverend Francis X. Fitzgib 
bons, Diocesan Secretary of the Confraternit 
of Christian Doctrine, Diocese of Brooklyn. 
MAY 11: Morning: Dr. Ferdinand Q. Blanc 
ard, Euclid Avenue Congregational Church 
Cleveland, Ohio. 
Afternoon: Dr. Philip S. Barto, Former Firs 
Reader of a Christian Science Church, Clev 
land, Ohio. 

MAY 18: Morning: The Reverend Arthur I 
Kinsolving, Calvary Church, Pittsburgh. 
Afternoon: The Right Reverend Monsigno 
Edward R. Kirk, Rector, St. Basil's Churcl 
Los Angeles, California. 
MAY 25: Morning: Rabbi Samuel Abrams; 
Temple Ohabei Shalom, Brookline, Mass. 
Afternoon: Newly Elected Moderator of th 
General Assembly of the Presbyterian Churcl 
U. S. A. 



Wings Over Jordan 
9:30-10:00 a.m. 

EACH SUNDAY 



VARIETY 



Gold If You Find It 

10:30-11:00 a.m. 
EACH SATURDAY 



25 



This program of religious talks and spiritua 
is presented by outstanding Negro leaders an 
educators and a choir of thirty-five voices. 
MAY 4: Mr. J. E. Smith, President, Nation* 
Negro Insurance Association, Louisville, K 
MAY 11: Congresswoman Frances R Bolto 
22nd District of Ohio (special Mother's 
address). ' 
MAY 18: To be announced. | 
MAY 25: To be announced. 



From coast to coast Columbia's listeners tal 
part in a unique treasure hunt. James Flemii 
is master of ceremonies on this unusual pi 
gram, originated by Ray Harvey. 



et the Music 

J5-3:00 p.m. 

) CH SUNDAY 



'. atinee at Meadowbrook 
-00-5:00 p.m. 

CH SATURDAY 



Irl About Town 

1:30-10:45 p.m. 

CH TUESDAY AND SATURDAY 

15-7:30 p.m. 

^CH SUNDAY 



lan Arvizu 
):30-10 :45 p.m. 

ONDAY, WEDNESDAY, FRIDAY 



Friend in Deed 

1:30-3:45 p.m. 

ONDAY THRU FRIDAY 



[lajor Bowes' Family 

;l:30a.m.-12 :30 p.m. 
ACH SUNDAY 



Outdoors with Bob Edge 
j:15-6 :30 p.m. 

ACH THURSDAY 



,Io Politics 
,:30-2 :00 p.m. 
ACH SATURDAY 



Fredda Gibsgji^and Jack Leonard, two of 
radio's outstanding song stylists, are featured 
vocalists with Lyn Murray and his orchestra 
and mixed chorus on this new musical series. 
Each week the program pays tribute to some 
modern song writer. 



Jackson Wheeler is Jive Master, Helen Lewis 
in charge of adding confusion, in this new 
series from Meadowbrook, popular New Jersey 
resort. Top-notch bands appear on the pro- 
gram, which Perry Lafferty produces. 



Joan Edwards, singing star and pianist, is the 
"Girl About Town" in this new musical series. 
She is accompanied by Cy Walters and Johnny 
Garde, duo-pianists. 



Juan Arvizu, singing idol of Latin America, is 
presented by CBS with a Tipica Orchestra 
under the direction of Ernesto Arcos. 



Richard Maxwell presents a new program, 
based on the vital idea of friendship, each 
week-day afternoon. 



VARIETY 



PERSONALITIES 



Major Bowes' family — the Dalton Brothers, 
Nicholas Cosentino, Charles Magante, Sam wk 
Herman, and Waldo Mayo's orchestra — pre- 
sent a spirited musical program each Sunday. 



Bob Edge, CBS hunting and fishing expert, 
recounts anecdotes and furnishes useful infor- 
mation to sporting enthusiasts. 



I 



The series features a quiz panel drawn from 
members of the National Legislature matching 
wits on any and all subjects — except that 
"politics" is barred. 



26 



PERSONALITIES 

Continued 



CHILDREN'S 
PROGRAMS 



The Old Dirt-Dobber 

9:30-10:00 a.m. 
EACH SATURDAY 



Let's Pretend 
1:00-1:30 p.m. 

EACH SATURDAY 



Tom Williams, horticultural expert of WLA( 
in Nashville, "the old dirt-dobber," answeii 
queries about trees, plants, birds, and insec' 



This series, which dramatizes the world 
greatest fairy tales, has won more awards tha I 
any other children's program. Directed b 
Nila Mack and presented by a cast of chil 
actors, "Let's Pretend" has in 1940 won th 
Radio Daily Award as the best children's pr<( 
gram on the air, the Scripps-Howard natioE 
wide poll of radio editors, and the Women 
National Radio Committee Award. 



LIGHT MUSIC 



"March of Games' 
1:30-2 :00 p.m. 

EACH SUNDAY 



CBS Vocalists 

VARIOUS HOURS 
MONDAY THRU SATURDAY 



Children who like asking questions and thos 
who like answering get a chance on this qUi 
program originated by Natalie Purvin Prage 
Nila Mack directing. Arthur Ross is MC ; Syb 
Trent, 12, is "Miss Drum Major." 



The Columbia Network schedule of vocal pr 
grams includes many young singers of pop 
lar songs in many styles and interpretatior 
Among the current vocalists are : 
Juan Avizu Burl Ives 
Bob Hannen Genevieve Rowe 
Joan Edwards 



Golden Gate Quartet, 

Four Clubmen, Symphonettes 

VARIOUS HOURS 



These harmony groups are featured on t 
Columbia Network through the week. EaJ 
group has a distinctive vocal style and is 
CBS favorite. 



Dance Orchestra 

VARIOUS HOURS 
MONDAY THRU SUNDAY 



America's leading dance bands provide a f 
schedule of current hits and old favorites 
Columbia listeners each evening. These t 
ranking bands are scheduled for May : 
Gus Arnheim Vaughan Monrot 

Rudy Bundy Jose Morand 

Sammy Kaye Alvino Rey 

Joey Kearns Tommy Reynold 

Guy Lombardo Raymond Scott 

Jerry Wald 



27 



IS SHORT WAVE 
OADCAST SCHEDULE 

EUROPE AND 
UTH AMERICA 



Columbia's schedule of programs to Europe 
and South America, over short wave stations 
WCBX (New York) and WCAB (Philadelphia), 
consists of programs designed exclusively for 
European and South American listeners and 
programs heard regularly over the network. 



t 



];w8 Broadcasts 
n English) 

::15-10:30, 11:30-11:45 a.m. 
)30-l:45, 5:45-6:00, 
^30-6:45 p.m. 

|)NDAY THRU FRIDAY 
liItalian,German,French,Polish) 

l! :00 noon-lp.m., 4 :30-5 :30 p.m. 

DNDAY THRU SATURDAY 

t:00 noon-1 p.m., 5-6 p.m. 
Inday 



Columbia transmits daily news programs to 
Europe in English, as well as in French, Ger- 
man, Italian and Polish. Sources for the news 
broadcasts are similar to those available to the 
network's regular reporters and analysts. A 
feature of the summaries is a review of New 
York Stock Exchange noon and closing prices. 



ioUywood News 

DNDAY, 2:45-3:00 p.m. 
•iursday, 7:45-8:00 p.m. 
ONDAY, 7:45-8:00 p.m. 



In collaboration with Will Hays' office, Colum- 
bia presents news of Hollywood once each 
week in English, Portuguese, and Spanish re- 
spectively. 



ews in Spanish 
1:00-10:05 p.m. 

ONDAY THRU SUNDAY 

45-7:00 p.m. 

NDAY THRU FRIDAY 

00-7:15 p.m., sat. (WCBX) 
:30-12 :45 p.m., 2 :30-2 :45 p.m. 
45-6:00 p.m. 

ONDAY thru FRIDAY (WCAB) 



World-wide news events are broadcast Mon- 
day through Friday by Alberto Zalamea, well- 
known journalist and native of Colombia, 
Saturday and Sunday by Americo Lugo- 
Romero (both of WCBX), Monday through 
Friday by Adriano A. Rubio (WCAB). 



ews of Latin America 
1 Spanish 
(00-8:15 p.m. 

ONDAY, WEDNESDAY, FRIDAY 



Mr. Roberto Unane tells the Latin American 
republics the news about their own Latin 
American neighbors. 



armen Castelo's Broadway 
olumn in Spanish 

UDAY, 7:30-7:45 p.m. 



The latest news of the theater, motion pictures, 
fashions and personalities of Broadway is re- 
ported in Spanish by Carmen Castelo. 



SPECIAL CBS 
BROADCASTS 
TO EUROPE 



SPECIAL CBS 
BROADCASTS 
TO SOUTH 
AMERICA 



^ws in Portuguese 
: 15-7: 30 p.m. 

ONDAY thru FRIDAY 


Luis Correa, native Brazilian journalist, re- 
ports the news each week-day in Portuguese 
for Columbia's audience in Brazil. 


ultural News in Spanish 
«DAY, 9:00-9:15 p.m. 


Americo Lugo-Romero is heard each Wednes- 
day in a quarter-hour digest of cultural news 

of special interest to South American listeners. 



28 



APRIL PROGRAMS 



Columbia's Special Feature broadcasts are arranged on a week tj 
week, sometimes day to day, and even, on occasion, hour to hou 
basis. One result of this flexibility and timeliness is the followin g 
partial list of April programs which were arranged too late fo' 
inclusion in the last month's issue of the Columbia program booki 



PUBLIC AFFAIRS 

APRIL 1 : Mine. Genevieve Tabouis, noted 
French writer on current affairs, and Ed- 
ward Weintal, formerly in charge of press 
relations for the Polish Embassy in Wash- 
ington, joined in a discussion of "America 
and Democracy," giving their impressions 
of democracy in this country and its signif- 
icance to the rest of the world. The program, 
coming from Columbia's station in Wash- 
ington, was arranged under the auspices of 
the Department of Justice, 9:30-9:45 p.m. 

APRIL 2 : Three of America's leading execu- 
tives in the automobile industry— Charles E 
Kettering of General Motors, William J. 
Cameron of the Ford Motor Company, and 
Fred M. Zeder of the Chrysler Corporation 
—discussed "Mental Attitudes for National 
Defense" on a coast-to-coast hookup of the 
Columbia network. The talks, broadcast 
from the Book-Cadillac Hotel in Detroit, 
were delivered in connection with a joint 
conference of four national honor societies- 
Phi Beta Kappa, liberal arts; Omega Alpha, 
medicine; Tau Beta Phi, engineering; Sigma 
Xi, science, 10:15-10:30 p.m. 

APRILS: Representative Joseph W. Martin, 
Jr., Republican of Massachusetts, minority 
leader of the House of Representatives and 
chairman of the Republican National Com- 



mittee, delivered an address, "The Counti 
Needs a Strong Opposition Party" over thi 
Columbia network, 10:45-11:00 p.m. j 

\ 

APRIL 4: Speaking under the auspices (' 
the American Labor Committee to Aid Bri, 
ish Labor, organized to provide direct reli<:| 
for workers in England, Matthew Woll, vi( 
president of the American Federation ( 
Labor, expressed the view that organize j 
labor in the LTnited States is determined 
help Britain's workers, 5:30-5:45 p.m. 

APRIL 5: Former Senator Rush D. Ho ' 
speaking from Columbia's studios in Was 
ington, argued against convoying by tl. 
United States, 10:15-10:30 p.m. 

APRIL 8: Rear Admiral Emory S. Lan 
U. S. Navy, retired, chairman of the Unit ; 
States Maritime Commission, submitted 
report on the nation's shipping and shii 
building activities to the Columbia netwo 
audience, 10:15-10:30 p.m. 

APRIL 14: Senator Bennett Champ Clai 
Democrat of Missouri, in a speech in N( 
York's Carnegie Hall added his voice agaii 
convoying, 10:30-10:45 p.m. 

APRIL 16: Senator Charles W. Tobey, 1| 
publican of New Hampshire, who inti 
duced a measure to prohibit convoying 



e United States of ships bound for w arring 
)untries, talked on that subject over the 
olunibia network, 10:15-10:30 p.m. 

APRIL 19: Secretary of Agriculture Claude 
I'ickard spoke from Charleston, on the sub- 
ct of "Food for Defenser 10:15-10 :30 p.m. 

APRIL 19 : Bishop Henry W. Hobson, speak- 
ig from Columbia's studio in Boston, dis- 
jssed the newly organized committee, 
Right for Freedom," 11:00-11:15 p.m. 

APRIL 22 : The American Bar Association's 
lans to give free legal advice to members 
f the nation's armed forces and their fami- 
es on problems arising from induction into 
16 military service were outlined by 
dmund Ruffin Beckwith in a broadcast over 
le Columbia network, 10:30-10:45 p.m. 

APRIL 26: Representative Joseph W. Mar- 
n, Jr., of Massachusetts, chairman of the 
epublican National Committee, was heard 
ver the Columliia network in an address at 
le Connecticut State Convention of \oung 
republicans. 10:15-10:45 p.m. 

APRIL 29: Manchester Boddy, president 
nd publisher of the Los Angeles IS'eu s, dis- 
ussed the role of the press in American 
lefense in a broadcast originating at CBS 
tudios in New York, 10:15-10:30 p.m. 

IPECIAL EVENTS 

APRIL 1 : Dr. Thomas Parran. Surgeon 
eneral of the United States, read a letter 
rom President Roosevelt inaugurating Na- 
ional Cancer Control Month in a broadcast 
)ver the CBS network, 1 1 :00-ll :15 p.m. 

f 

APRIL 2: Columbia's ace reporter Ted 
[Jusing, assisted by Jimmy Dolan, gave the 
ZBS audience a blow-by-blow description 
3f the finals of the National Amateur Ath- 
etic Union boxing championships. Broad- 



casting from a ringside position, Husing 
brought the winners to the microphone for 
brief interviews, 11:05-12:00 midnight. 

APRIL 8: A special concert given by the St. 
Louis Symphony Orchestra, for American 
Chemical Society members convening in St. 
Louis, was broadcast over the CBS network, 
11:00-11:30 p.m. 

APRIL 9: CBS covered the ceremonies 
marking the commissioning of the new 
35,000-ton battleship. North Carolina, with 
short-wave and network broadcasts from the 
New York Navy Yard in Brooklyn, 11:30- 
11:45 a.m., 3:30-3:45 p.m. 

APRIL 12: The launching of the Rio de 
Janeiro, new Moore-McCormack passenger 
liner, at Chester, Pa., was covered in two 
broadcasts— one to Latin America and the 
other within the United States — over the 
facilities of the Columbia Broadcasting Sys- 
tem. The actual ceremonies, including chris- 
tening of the ship by Setihora Alzira Vargas 
do Amaral Peixoto, daughter of Brazil's 
President Getulio Vargas, was reported in 
Portuguese by Luis Lopez Correa, of CBS's 
foreign language staff, in a short-wave broad- 
cast over Columbia's international station 
WCAB, and beamed toward Latin America, 
1 :45-2:00. 2:00-2:15 p.m. 

APRIL 12 : Ted Husing took his CBS micro- 
phone to the Jamaica track for the opening 
of the 1941 metropolitan racing season. 
Assisted by Jimmy Dolan, he gave the 
CBS audience a running description of the 
Paumonok Handicap, feature race of the 
first day's program, 4:15-4:30 p.m. 

APRIL 19: Major activity at the California 
Institute of Technology — much of it con- 
cerned with problems of national defense — 
was described in seven pickups from the 
famous West Coast institution during a Co- 
lumbia network broadcast, 2:00—2:30 p.m. 



30 



APRIL 19: Thirty-fourth annual running 
of the Excelsior Handicap at Jamaica was 
described for CBS listeners by Ted Husing, 
assisted by Jimmy Dolan, 4:30-4:45 p.m. 

APRIL 20: The first description of what 
would be done in America if real enemy air- 
craft approached was brought Columbia s 
listeners in an extraordinary broadcast in 
which Secretary of War Henry L. Stimson 
spoke and CBS announcers John Charles 
Dayly and Bob Trout described the first 
demonstration of the new civilian aircraft 
warning program. The exclusive CBS broad- 
cast originated at Mitchel Field, Long 
Island, 5:15-5:30 p.m. 

APRIL 22: Senator Harry E Byrd of Vir- 
ginia told the CBS audience of his state's 
Garden Club Tour, this year held for the 
benefit of Bundles for Britain. Senator Byrd 
described the itinerary and highlighted fea- 
tures of the tour, 10:15-10:30 p.m. 

APRIL 24: CBS covered the Chrysler deal- 
ers' presentation of a giant medium armor 
plate tank to the U. S. Army. The tank, first 
produced in Chrysler's arsenal in Detroit, 
was presented to the government as a gift 
of the Chrysler distributors. K. T. Keller, 
president of the Chrysler Corporation, and 
Major General C. M. Wesson were among 
the army and automotive officials who spoke 
during the broadcast, which originated in- 
side the huge arsenal, 11:00-11:15 a.m. 

APRIL 25: Lord Halifax, British Ambas- 
sador to the United States, was heard by 
Columbia's coast-to-coast audience speaking 
at a meeting of the Atlanta Bar Association. 
10:30-11 :00 p.m. 

APRIL 26 : For the tenth year, Ted Husing 
brought the CBS audience a trackside ac- 
count of the Penn Relays at Franklin Field, 
Philadelphia. Assisted by Jimmy Dolan. 
Husing described feature races from the 
infield where he got the best possible view 



of the runners, 4:30-5:00, 5:40-5:50 p.m. 

APRIL 27: Keynote speaker at a meeting, 
under auspices of United China Relief, Inc., I 
former Ambassador William C. Bullitt 
delivered an address on "The Battle for De- 
mocracy in Asia," broadcast over the CBS 
network from Constitution Hall in Wash- 
ington, 10:30-11 :00 p.m. 

\ 

i 

EASTER SUNDAY ROUNDUP 

i 

APRIL 13: The Columbia Broadcasting 
System presented an Easter Sunday schedule 
from all parts of the world extending through 
the day and evening: 

5:00 a.m. Moravian Sunrise Services at 
Winston-Salem, N. C. 

6:00 a.m. Pope Pius XII, speaking froir 
Vatican City. 

6:30 a.m. Sunrise Services from Cor} 
Hill, Brookline. Mass., presented through 
cooperation of eleven Protestant services. 

7:00 a.m. Sunrise Services from Fores! 
Park, St. Louis. 

7:30 a.m. Sunrise Services from Arlingtor I 
National Cemetery, Washington, D. C. 

8:30 a.m. Glendale Easter Sunrise Serv 
ices with Los Angeles Symphony Orchestra 
directed by Albert Coates, with Susann; 
Foster soloist. 

12:30 p.m. Salt Lake City Tabernacl 
Choir and Organ. 

1 :00 p.m. Special Catholic Easter Service 

1:45 p.m. Easter Parade (from Madiso) 
Hotel, N. Y). 

5:30 p.m. From Edinburgh, Cardifl 
Plymouth, Manchester, and London Coluni 
bia's foreign correspondents brought th 
United States a unique description of Easte 
Sunday observance in embattled England. 



THE COLUMBIA BROADCASTING SYSTEM 



Sales and administrative offices: 485 Madison Avenue, New York • 182 Treniont Street. Boston 
410 North Michigan Avenue, Chicago • 902 Fisher Building, Detroit • Mart Building. 
St. Louis • 625 Second Avenue South, Minneapolis • Wilder Building, Charlotte North 
Carolina • Earle Building, Washington • Columbia Square, Hollywood • Palace Hotel. 
San Francisco • 84 Hallam Street, W.l, London • Cable address, Columbia, New \ork 



THE COLimillA 

num BOOK 



CBS SPONSORED PROGRAMS: pp. 3 to 15 
WABC SPONSORED PROGRAMS: pp. 16 to 18 
CBS SUSTAINING PROGRAMS: pp. 19 to 28 

Published monthly for advertising executives by 
THE COLUMBIA BROADCASTING SYSTEM 
485 Madison Avenue, New York City, N. Y. 



<5 



COLUMBIA lETWORK CliEITS 



c AUTOMOTIVE 

CHRYSLER CORPORATION: 

Plymouth. Dodge, DeSoto, 

Chrysler motor cars Page 5 

FORD MOTOR COMPANY: 

Ford cars, trucks, tractors. Mercury, 
Lincoln Page 7 

CIGARETTES & TOBACCO 

AMERICAN TOBACCO COMPANY: 

Lucky Strike Cigarettes .... Page 3 

BROWN & WILLIAMSON TOBACCO CORP.: 

Raleigh Cigarettes Page 4 



LIGGETT & MYERS TOBACCO COMPANY: 

Chesterfield Cigarettes, 

Velvet Cigarette and Pipe Tobacco Page 10 



P. LORILLARD COMPANY: 

Sensation Cigarettes Page 14 

PENN TOBACCO COMPANY: 

Kentucky Club Pipe Tobacco . . Page 11 

PHILIP MORRIS & COMPANY, LTD.: 

Philip Morris Cigarettes . . . . Page 11 

R. J. REYNOLDS TOBACCO COMPANY: 

Camel Cigarettes, 

Prince Albert Smoking Tobacco . Page 13 

U. S. TOBACCO COMPANY: 

Dill's Best. Model Tobacco . . . Page 13 

CONFECTIONERY 

AMERICAN CHICLE COMPANY: 

Chiclets & Dentyne Page 14 

DOUBLEMINT GUM : 

Doublemint Gum Page 7 

PETER PAUL, INC. : 

Mounds Candy, Ten Crown Gum . Page 15 

SPEARMINT GUM: 

Spearmint Gum Page 13 

DRUGS & TOILET GOODS 

AFFILIATED PRODUCTS, INC.: 

Edna Wallace Hopper Cosmetics, 

Kolynos Page 3 

ANACIN COMPANY: 

Anacin Page 3 



ARMOUR & CO.: 

Luxor Products Page 

BATHASWEET CORPORATION: 

Bathasweet Products Page 1 : 

BAYER COMPANY: 

Bayer Aspirin Page ■ 

CAMPANA SALES COIMPANY: 

Campana Hand Cream, 

Italian Balm. Dreskin, Coolies, 

D.D.D.. Old South Toiletries . . Page ; 

CHESEBROUGH MANUFACTURING COMPANY, 

Vaseline Preparations .... Page . 



COLGATE-PALAIOLIVE-PEET COMPANY: ' 

(See also Laundry Soaps) 

Colgate Dental Cream, ^ 
Palmolive Shave Cream, 
Palmolive Brushless Shave, 
Palmolive Soap, 

Colgate Tooth Powder .... Pages 5, 

COLONIAL DAMES, INC. : 

Cosmetics Page ] 

RICHARD HUDNUT: 

Marvelous Cosmetics Page 1 

JOHNSON & JOHNSON: 

Band-Aid Page 

LADY ESTHER LTD.: 

Face Powder. Face Cream. 

Rouge, Lipstick and Nail Polish . Page 

LEVER BROTHERS COMPANY: 

(See also Foods; Laundry Soaps) 

Lux Toilet Soap, Lifebuoy . . Pages 9, '. 

LOS ANGELES SOAP COMPANY: 

V^Tiite King Soap, , 
Sierra Pine Soap Page 

MAGAZINE REPEATING RAZOR CO. : 
Schick Injector Razors and Blades Page 

THE MENNEN COMPANY: 

Mennen Shaving Cream .... Page ' 

THE PROCTER & GAMBLE COMPANY: 

(See also Laundry Soaps; Foods) 

Teel. Drene. Ivory Page 

E. R. SQUIBB & SONS : 

Squibb Products Page ; 



• FOODS & BEVERAGES 

"iRMOl R & CO.: 



Ireet Page 3 

bowey's, inc.: 

|Dari-Rich Products Page 4 

jBREAKFAST CLUB COFFEE, INC.: 

toffee Page 15 

CALIFORNIA FRUIT GROWERS EXCHANGE: 

Sunkist Oranges. Lemons . . . Page 4 

CAMPBELL SOUP COMPANY: 

rCampbell's Soups, 

jBeans, and Tomato Juice . . . Pages 4, 5 

iFranco-American Macaroni 

[and Spaghetti Page 5 

jcOCA-COLA COMPANY: 

Coca-Cola Page 5 



; CONTINENTAL BAKING COMPANY, INC. : 



\^bnder Bread Page 6 

CURTISS CANDY COMPANY: 

Candy Page 7 

FLORIDA CITRUS COMMISSION: 
! Florida Citrus Fruit Page 7 



GENERAL FOODS CORPORATION: 

(See also Laundry Soaps) 
Grape Nuts, Sanka, 
Minute Tapioca, 
Diamond Crystal Salt, 
Maxwell House Coffee, 
Post Toasties, 



Swansdown Pages 7, 8 

Postum Page 14 

GENERAL MILLS, INC.: 

Wheaties, Gold Medal Flour . . Page 8 

IRONIZED YEAST CO., INC.: 

Ironized Yeast Page 9 

KNOX GELATINE COMPANY: 

Knox Sparkling Gelatine . . . Page 15 

! LEVER BROTHERS COMPANY: 

(See also Drugs; Laundry Soaps) 

Spry Page 10 

THOMAS J. LIPTON, INC.: 

Lipton s Tea and Tea Bags . . . Page 10 



PET MILK SALES CORPORATION: 

Pet Irradiated Milk Page 11 

PLANTERS NUT & CHOCOLATE COMPANY: 

Planters Salted Peanuts, 

Planters Peanut Oil Page 15 

THE PROCTER & GAMBLE COMPANY: 

(See also Toilet Goods; Laundry Soaps) 

Crisco Page 12 



LAUNDRY SOAPS & ACCESSORIES 

COLGATK-PALMOLIVE-PKET COMPANY : 



(See also Toilet Goods) 

Concentrated Super Suds, 

Octagon Products Page 6 

GENERAL FOODS CORPORATION: 

(See also Foods) 

La France. Satina Page 8 

LEVER BROTHERS COMPANY: 

(See also Drugs; Foods) 

Rinso Pages 9, 10 

THE PROCTER & GAMBLE COMPANY: 

(See also Toilet Goods; Foods) 

Ivory, Oxydol, Chipso, Duz . . . Page 12 



• LUBRICANTS 

AMERICAN OIL COMPANY: 

Amoco-Gas, Orange American Gas Page 3 

GENERAL PETROLEUM CORP. OF CALIFORNIA: 



Mobilgas, Mobiloil Page 14 

GULF OIL CORPORATION: 

Motor Oil and Gas Page 8 

SEASIDE OIL COMPANY: 
Seaside Ethyl Gasoline and 

Silverol Motor Oil Page 15 

TEXAS COMPANY: 

Texaco Products Page 13 

• MISCELLANEOUS 

ART METAL WORKS, INC.: 

Ronson Lighters Page 3 

COMMERCIAL CREDIT COMPANY: 
Automobile Finance Service . . Page 6 

EVERSHARP, INC.: 

Eversharp Pens and Pencils . . Page 7 

GALLENKA-MP STORES COMPANY: 

Shoes Page 14 

INTERNATIONAL SILVER COMPANY: 

International Sterling and 

1847 Rogers Bros. Silverplate . . Page 9 

NATIONAL LEAD COMPANY: 

Products Page 15 

PROVINCE OF ONTARIO: 

Travel Service Page 11 

PRUDENTIAL INSURANCE COMPANY 
OF AMERICA: 

Insurance Services Page 12 

SOIL OFF MANUFACTURING CO.: 

Cleaning Fluid Page 15 

WILMINGTON TRANSPORTATION COMPANY: 

Santa Catalina Island .... Page 15 



All time listed on the following pages is current New York time unless otherwise indicated. 







. i 


AFFILIATED PRODUCTS, INC. 

(434th Week on CBS) 

The Romance of Helen Trent 

Serial drama 


Mon. thru Fri. 
12:30-12:45 p.m. 
43 CBS stations 

ORIGINATES: WBBM 


I j 

Edna Wallace Hopper f 
Cosmetics, Kolynos 

Blackett-Sample- 
Hummert, Inc. 


AMERICAN OIL COMPANY 

(149th Week on CBS) 

The Human Side of the News 

by Edwin C. Hill 


Mon. thru Fri. 
6:00-6:10 p.m. 
Rebroadcast 
11:00-11 :10 p.m. 
50 CBS stations 
originates: wabc 


Amoco-Gas | 
Orange American Gas i 

The Joseph Katz 

Company 

I 

( 


AMERICAN TOBACCO COMPANY 

(265th Week on CBS) 

Your Hit Parade 

Mark Warnow's Orchestra, 
Barry Wood, Bea Wain, 
Hit Paraders Chorus 


Saturday 
9:00-9:45 p.m. 
Rebroadcast 
12 mid.-12 :45 a.m. 
105 CBS stations 

ORIGINATES: WABC 


Lucky Strike Cigarettes III 
Lord & Thomas 



■0^ 

bit 



ANACIN COMPANY 

(216th Week on CBS) 

Our Gal, Sunday 



Mon. thru Fri. 
12:45-1 :00 p.m. 
51 CBS stations 

ORIGINATES : WABC 



Anacin 

Blackett-Sample- 
Hummert, Inc. 





ARMOUR & CO. 


Mon., Wed., Fri. 


Treet 






(16th Week on CBS) 
Treat Time 


11:00-11:15 a.m. 
51 CBS stations 

ORIGINATES: WBBM 


Lord & Thomas 

i 






with Buddy Clark 










Wayne King and His Orchestra 


Saturday 


Luxor Products 






Music 


7:30-8:00 p.m. 
35 CBS stations 

ORIGINATES: ON TOUR 


Lord & Thomas , 






ART METAL WORKS, INC. 


Friday 


Ronson Lighters 






(7th Week on CBS) 

Paul Sullivan Reviews 


6:30-6:45 p.m. 

Rebroadcast 

12 mid.-12:15 a.m. 


Cecil & Presbrey, Inc. 






the News 


1 :00-l :I5 a.m. 
23 CBS stations 

ORIGINATES: WHAS 






3 











AVER COMPANY 

96th Week on CBS) 

k Second Husband 

11 with Helen Menken, presented 

m by the Famous Actors' Guild 


Tuesday 
7:30-8:00 p.m. 
74 CBS stations 

ORIGINATES: WABC 


Bayer Aspirin 

Blackett-Sam ple- 
Hummert, Inc. 


DWEY'S, INC. 

05th Week on CBS) 

Ki Stars Over Hollywood 
1 Original drama with Knox 
■1 Manning, MC, and guest stars 


Saturday 
12:30-1:00 p.m. 
Rebroadcast 
1:30-2:00 p.m. 
45 CBS stations 
originates: knx 


Dari-Rich Products 
Sorensen & Company 


tOWN & WILLIAMSON TOBACCO 
)RPORATION 

uJOth Week on CBS) 

1 Paul Sullivan Reviews 
■ the News 


Mon. thru Thurs. 
6:30-6:45 p.m. 
Rebroadcast 
12mid.-12:15 a.m. 
1 :00-l :15 a.m. 
33 CBS stations 
originates: whas 


Raleigh Cigarettes 

Batten, Barton, Durstine 
& Osborn, Inc. 


ILIFORNIA FRUIT GROWERS 
(CHANGE 

')8th Week on CBS) 

Sunkist Presents Hedda 
Hopper's Hollywood 


Men., Wed., Fri. 
6:15-6:30 p.m. 
41 CBS stations 
originates: knx 


Sunkist Oranges 
Sunkist Lemons 
Lord & Thomas 


uMPANA SALES COMPANY 

i^Srd Week on CBS) 

' First Nighter 

with Barbara Luddy and 

Las Tremayne 

Drama 


Tuesday 
8:30-8:55 p.m. 
55 CBS stations 
originates: wbbm 


Campana Hand Cream, 
Italian Balm, Dreskin, 
Coolies, D.D.D., Old South 
Toiletries 

Aubrey, Moore & 

Wallace, Inc. 


UMPBELL SOUP COMPANY 

\38th Week on CBS) 

Campbell Playhouse 

Amos 'n' Andy 

Serial comedy-drama 


Friday 

9:30-10:00 p.m. 
65 CBS stations 
originates: wabc 

Mon. thru Fri. 
7:00-7:15 p.m. 


Campbell's Soups 
Ward Wlieelock 
Company 



Rebroadcast 
11:00-11 :15 p.m. 
61 CBS stations 
originates: knx 



I CAMPBELL SOUP COMPANY 

Continued 

Martha Webster 

Dramatic serial 



Fletcher Wiley 

Talks 



Lanny Ross 

Songs 




Mon. thru Fri. 
11:15-11:30 a.m. 
Rebroadcast 
3:00-3:15 p.m. 
58 CBS stations 

ORIGINATES : WABC 

Mon. thru Fri. 
2:30-2:45 p.m. 
37 CBS stations 

ORIGINATES: KNX 

Mon. thru. Fri. 
7:15-7:30 p.m. 

Rebroadcast 
11:15-11:30 p.m. 
58 CBS stations 
(Mon. and Wed. 
57 CBS stations) 

ORIGINATES: WABC 



Campbell's Soups 
Ward Wheelock 
Company 



Franco-American 
Macaroni and Spaghetti 
Ruthrauff & Ryan, In* 



CHESEBROUGH MANUFACTURING 
COMPANY, CONSOLIDATED 

il34th Week on CBS) 

Dr. Christian 

with Jean Hersholt 



Wednesday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11:55 p.m. 
65 CBS stations 

ORIGINATES: KNX 



Vaseline Preparations 
McCann-Erickson, Iiu 



CHRYSLER CORPORATION 

i273rd Week on CBS) 

Major Bowes' 
Original Amateur Hour 



Thursday 
9:00-10:00 p.m. 
85 CBS stations 

ORIGINATES : WABC 



Plymouth, Dodge, 
DeSoto, Chrysler 

Ruthrauff & Ryan, Jn 



COCA-COLA COMPANY 

(93rd Week on CBS) 

Pause That Refreshes 
On the Air 

with Andre Kostelanetz and his 
45-piece orchestra, Albert Spalding, 
and guest soloists 



Sunday 

4:30-5:15 p.m. 
107 CBS stations 

ORIGINATES: WABC 



Coca-Cola 

D'Arcy Advertising 
Company, Inc. 



COLGATE-PALMOLIVE-PEET 
COMPANY 

(281st Week on CBS) 

Colgate Spotlight 

with Ed East, Charles Hathaway 
and his orchestra and guests 
Variety 



Thursday 
8:00-8:30 p.m. 
Rebroadcast 
11:30-12 mid. 
69 CBS stations 

ORIGINATES : WABC 



Colgate Dental Cream 
Ted Bates, Inc. 



9LGATE-PALMOLIVE-PEET 
OMPANY 

ntinued 

City Desk 

Drama 

Woman of Courage 

Serial drama 



Myrt and Marge 
Serial drama 



The Story of Bess Johnson 

Serial drama 



Stepmother 

Serial drama 



Elmer Davis 

News 



Thursday 
8:30-8:55 p.m. 
Rebroadcast 
12:00-12:25 a.m. 
69 CBS stations 
originates: wabc 



Mon. thru Fri. 
10:45-11:00 a.m. 

Rebroadcast 
3:45^:00 p.m. 
64 CBS stations 
originates: wabc 

Mon. thru Fri. 
10:15-10:30 a.m. 
Rebroadcast 
4:15^:30 p.m. 
83 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
4:30-4:45 p.m. 
82 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
10:30-10:45 a.m. 
Rebroadcast 
4:45-5:00 p.m. 
49 CBS stations 

ORIGINATES: WBBM 

Tues. thru Sun. 
8:55-9:00 p.m. 
90 CBS stations 

ORIGINATES: WABC 



Palmolive Shave Cream 
Palmolive Brushless Shave 
Ted Bates, Inc. 



Octagon Products 

Ted Bates, Inc. 
Crystal White 

Sherman & Marquette, 

Inc. 

New Concentrated Super 
Suds 

Super Suds 

Sherman & Marquette, 
Inc. 

Palmolive Soap 
Ward Wheelock 
Company 

Colgate Tooth Powder 
Sherman & Marquette, 
Inc. 



Palmolive Soap 
Ward Wlieelock 
Company 



[>MMERCIAL CREDIT COMPANY 

■•2nd Week on CBS) 

Bob Trout 

. News 



Mon., Wed., Fri. 
6:10-6:15 p.m. 
Rebroadcast 
11:10-11:15 p.m. 
Mon., Wed., Fri. 
11:55-12 mid. 
Mon., Wed., Sat. 
68 CBS stations 

ORIGINATES: WABC 



Automobile Finance 

Service 

O'Dea, Sheldon & 
Canaday, Inc. 



ONTINENTAL BAKING CO., INC. 

\34th Week on CBS) 

Your Marriage Club 
with Haven MacQuarrie 
Quiz 



Saturday 
8:00-8:30 p.m. 
Rebroadcast 
11:00-1 1:30 p.m. 
47 CBS stations 

ORIGINATES: ON TOUR 



Wonder Bread 
Ted Bates, Inc. 



^ 



CURTISS CANDY COMPANY Sat., Sun. Candy 

(36th Week on CBS) 11 :00-ll :05 a.m. C. L. Miller Company 

38 CBS stations 







News 
with Jackson Wheeler 


originates: wabc 










DOUBLEMINT GUM 

(467th Week on CBS) 

Melody Ranch 

with Gene Autry 
WesteTn dramatic series 


Sunday 

6:30-6:55 p.m. 
69 CBS stations 

ORICmATES: KNX 


Doiiblemint Gum 
/. Walter Thompson 
Company 


rl 






EVERSHARP, INC. 

(87th Week on CBS) 

Take It or Leave It 

with Bob Hawk, mc, David Ross 
Quiz 


Sunday 

10:00-10:30 p.m. 
59 CBS stations 

ORIGINATES: WABC 


Eversharp Pens and Pen 
The Biow Company 


h 
Id 






FLORIDA CITRUS COMMISSION 

(66th Week on CBS) 

Mary Margaret McBride 

Talks 


Mon. thru Fri. 
3:00-3:15 p.m. 
25 CBS stations 
(Tues. and Thurs. 
20 CBS stations) 
originates: wabc 


Florida Citrus Fruit 
Arthur Kudner, Inc. i 


m 

i 






FORD MOTOR COMPANY 

(372nd Week on CBS) 

Ford Summer Hour 

Ford Symphony Orchestra and 
Chorus, guest conductors 
and soloists 

With Talks by W. J. Cameron 


Sunday 

9:00-10:00 p.m. 
57 CBS stations 
originates: wjr 


Ford motor cars, trucks, < 
and tractors : 
Mercury 
Lincoln 

McCann-Erickson, Iti,\ 

I 

i 


k 

i 






GENERAL FOODS CORPORATION 

(314th Week on CBS) 

We, the People 

Real-life experiences 


Tuesday 
9:00-9:30 p.m. 
Rebroadcast 
12 mid.-I2:30 a.m. 
80 CBS stations 
originates : wabc 


Sanka ' 
Young & Rubicam, I . 








Kate Smith Hour 

With Kate bmitn, led Collins, Jack 
Miller and his orchestra, Ted Straeter 
and his chorus and guest stars 
Music, comedy, and drama 


Friday 

o.uu — o.oo p.m. 
Rebroadcast 
12 mid.-12:55 a.m. 
88 CBS stations 

ORIGINATES: WABC 


Grape Nuts 

loung & Kubicam, 1 . 






7 











5NERAL FOODS CORPORATION 


Mon. thru Fri. 


Swansdown Cake Flour 


ntinued 


iz:UU— lz:lo p.m. 


Young & Rubicam, Inc. 


Kate Smith Speaks ; News 


80 CBS stations 

riRTPIVATVQ* WARP 


Diamond Crystal Salt 


Talks and news 




Benton & Bowles, Inc. 


Joyce Jordan, Girl Interne 


Mon. thru Fri. 


La France 


Serial drama 


2:15-2:30 p.m. 


Satina 




Rebroadcast 


Mmute lapioca 




6:30-6:45 p.m. 
77 CBS stations 


Young & Rubicam, Inc. 




originates: wabc 




Young Dr. Malone 


Mon. thru Fri. 


Post Toasties 


k Serial drama 
1 


2:00-2:15 p.m. 
Rebroadcast 
7:15-7:30 p.m. 
85 CBS stations 

ORIGINATES : WABC 


Benton & Bowles, Inc. 


m Kate Hopkins 


Mon. thru Fri. 


Maxwell House Coffee 


■ Serial drama 


2:45-3:00 p.m. 


Benton & Bowles, Inc. 




51 CBS stations 




originates: wabc 




ENERAL MILLS, INC. 


Mon. thru Fri. 


Wheaties 


iUUlil n Cch Oil LjOO/ 


10 -00-1 0-1 5 a m 


Knox Reeves 


By Kathleen Norris 


31 CBS stations 

ORIGINATES: WABC 


Advertising, Inc. 


Dramatization of her novels 






Hymns of All Churches 


Mon., Tues., Thurs. 


Gold Medal Flour 


■iL T I"' 

With Joe Lmerson 


y.^o— lu.uu a.m. 


Blackett-Sample- 




Rebroadcast 
5:15-5:30 p.m. 


Hummert, Inc. 




35 CBS stations 






ORIGINATES: WBBM 




Betty Crocker 


Wed., Fri. 




Homemaker program 


9:45-10:00 a.m. 

Rebroadcast 
5:15-5:30 p.m. 
oo L-Ds stations 






ORIGINATES: WBBM 




5ULF OIL CORPORATION 


Sunday 


Motor Oil and Gas 


381st Week on CBS) 


7:30-8:00 p.m. 


Young Sc Rubicam, Inc. 




79 CBS stations 


World News Tonight 


ORIGINATES : WABC 




News 

1 

1 







8 



INTERNATIONAL SILVER COMPANY 

(168th Week on CBS) 

Silver Theater Summer Show 

with Ed Sullivan, Will Bradley 
and his orchestra, Terry Allen, 
Ray McKinley and others 



Sunday 

6:00-6:30 p.m. 
28 CBS stations 
originates: wabc 



International Sterling ai 
1847 Rogers Bros. 
Silverplate 

Young & Rubicam, Ir 



IRONIZED YEAST CO., INC. 

(92nd Week on CBS) 

Court of Missing Heirs 

Drama 



Tuesday 
8:00-8:30 p.m. 
Rebroadcast 
11:30-12 mid. 
75 CBS stations 

ORIGINATES: WABC 



Ironized Yeast 

Ruthrauff & Ryan, Ii' 



JOHNSON & JOHNSON 

(8th Week on CBS) 

Voice of Broadway 

with Dorothy Kilgallen 



Saturday 
11:30-11:45 a.m. 
Rebroadcast 
2:30-2 :45 p.m. 
59 CBS stations 

ORIGINATES : WABC 



Band-Aid . | 

Young & Rubicam, h 



LADY ESTHER, LTD. 

(390th Week on CBS) , 

Guy Lombardo and His 
Orchestra 

Popular music 



Monday 



10:00-10:30 p.m. 
64 CBS stations 

ORIGINATES: WABC 



Face Powder, Face Cre£ 
Rouge, Lipstick and 
Nail Polish 

Pedlar & Ryan, Inc. 



LEVER BROTHERS COMPANY 

(304th Week on CBS) 

Lux Radio Theater 

Cecil B. DeMille, director, 
with stars of stage and screen 
Drama 

Hollywood Premiere 

with Louella Parsons and guest stars 
Drama 

Big Town 

with Edward G. Robinson, Ona 
Munson, Leith Stevens' Orchestra 
Drama 



I 



Monday 

9:00-10:00 p.m. 
66 CBS stations 
30 CBC stations 

ORIGINATES: KNX 



Friday 

10:00-10:30 p.m. 
71 CBS stations 

ORIGINATES: KNX 

Wednesday 
8:00-8:30 p.m. 
Rebroadcast 
9 :30-10:00 p.m. 
75 CBS stations 
30 CBC stations 

ORIGINATES : KNX 



Lux Toilet Soap 

/. Walter Thompson 
Company 



Lifebuoy Health Soap 
William Esty & 
Company, Inc. 

Rinso 

Ruthrauff & Ryan, h 



mi 



VER BROTHERS COMPANY 
ntinued 

Meet Mister Meek 

Drama 

Big Sister 

with Alice Frost 
Serial drama 



Aunt Jenny's Real Life Stories 

Dramatic sketches 



Wednesday 
7:30-8:00 p.m. 
Rebroadcast 
10:30-1 1:00 p.m. 
64 CBS stations 

ORIGINATES : WABC 

Mon. thru Fri. 

11:30-11 :45 a.m. 
Rebroadcast 
2:00-2:15 p.m. 
74 CBS stations 
31 CBC stations 
originates: wabc 

Mon. thru Fri. 

11:45-12:00 noon 
Rebroadcast 
2:15-2:30 p.m. 
62 CBS stations 

ORIGINATES: WABC 



Lifebuoy 

William Esty & 
Company, Inc. 



Rinso 

Ruthrauff & Ryan, Inc. 



Spry 

Ruthrauff & Ryan, Inc. 



IGGETT & MYERS TOBACCO 
OMPANY 

isSth Week on CBS) 

Glenn Miller and His Orchestra 
with Paula Kelly, Ray Eberle, 
and the Modernaires 

Professor Quiz 

with Bob Trout 
Questions and answers 



Tues., Wed., Thurs. 
10:00-10:15 p.m. 
96 CBS stations 

ORIGINATES: WABC 



Tuesday 

10:15-10:45 p.m. 
70 CBS stations 

ORIGINATES: WABC 



Chesterfield Cigarettes 
Neivell-Emmett Co., Inc. 



Velvet Pipe and Cigarette 
Tobacco 

Newell-Emmett Co., Inc. 



'HOMAS J. LIPTON, INC. 

•<6th Week on CBS) 

Helen Hayes Theater 

II starring Helen Hayes, with Mark 
I Warnow's Orchestra 



Sunday 

8:00-8:30 p.m. 
Rebroadcast 
10:30-11 :00 p.m. 
97 CBS stations 
ORIGINATES: WABC 



Lipton's Tea and 
Tea Bags 

Young & Rubicam, Inc. 



lAGAZINE REPEATING RAZOR 
OIPANY 

'3th Week on CBS) 
Duffy's Tavern 

starring Ed Gardner as "Archie", 
Shirley Booth, John Kirby's Band, 
guest stars 



Saturday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11 :55 p.m. 
55 CBS stations 

ORIGINATES: WABC 



Schick Injector 
Razors and Blades 
/. M. Mathes, Inc. 



i 



10 



p 



PROVINCE OF ONTARIO 

(6th Week on CBS) 

The Ontario Show 

with Luigi Romanelli and his 
orchestra, Sair Lee and Dave Davies 
Variety 



Sunday 

5:30-6:00 p.m. 
52 CBS stations 

ORIGINATES: TORONTO 



Travel Service 

Walsh Advertising 
Company, Ltd. 



PENN TOBACCO COMPANY 

(87th Week on CBS) 

Vox Pop 

Parks and Wally 
Quiz 



Thursday 
7:30-8:00 p.m. 
49 CBS stations 

ORIGINATES : ON TOUR 



Kentucky Club Pipe 
Tobacco 

Kiesewetter Advertit ^ 
Agency 



I 



PET MILK SALES CORPORATION 

(393rd Week on CBS) 

Saturday Night Serenade 

Bill Perry, tenor; Bob Trout, 
Gustave Haenschen's Orchestra 
and Chorus and guest stars 

Mary Lee Taylor 

home economist 
Household advice 



Saturday 
9:45-10:15 p.m. 
56 CBS stations 

ORIGINATES : WABC 



Tues. and Thurs. 
11:00-11 :15 a.m. 
Rebroadcast 
1:45-2:00 p.m. 
67 CBS stations 

ORIGINATES : KMOX 



Pet Irradiated Milk 
Gardner Advertising 
Company 



11 



PHILIP MORRIS & COMPANY, LTD. 


Friday 


Philip Morris Cigarettf 


(251st Week on CBS) 


9:00-9:30 p.m. 


The Biow Company, 




Rebroadcast 


Great Moments from 


11:30-12:00 p.m. 


i 


Great Plays 


84 CBS stations 


i| 


Directed by Charles Martin with 


ORIGINATES : WABC 




guest stars and Ray Block's 






Orchestra 






Dramas of O'Neill, Shaw, Ibsen, and others 






The Crime Doctor 


Sunday 




Dramatic programs 


8:30-8:55 p.m. 






Rebroadcast 






11:00-11 :25 p.m. 






64 CBS stations 






ORIGINATES: WABC 


i 
I 



IE PROCTER & GAMBLE CO. 

l44th Week on CBS) 

Those We Love 

with Nan Grey, Donald Woods, 

Richard Cromwell 

Drama 

The Story of Mary Marlin 

Serial drama 



The Goldbergs 

Serial drama 



The O'Neills 

Serial drama 



Life Can Be Beautiful 

Serial drama 



I Woman in White 

Serial drama 



Right to Happiness 

Serial drama 



Road of Life 

Serial drama 



Monday 
8:00-8:30 p.m. 
Rebroadcast 
12:00-12:30 a.m. 
71 CBS stations 
originates: knx 



Mon. thru Fri. 
5:00-5:15 p.m. 
17 CBS stations 

ORIGINATES: WBBM 

Mon. thru Fri. 
5:15-5:30 p.m. 

16 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
5:30-5:45 p.m. 
35 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
1:00-1 :15 p.m. 
43 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
1:15-1:30 p.m. 
51 CBS stations 
25 CBC stations 

ORIGINATES: WBBM 

Mon. thru Fri. 
1 :30-l :45 p.m. 
50 CBS stations 

17 CBC stations 

ORIGINATES: WBBM 

Mon. thru Fri. 
1:45-2:00 p.m. 
25 CBS stations 

ORIGINATES: WBBM 



Teel 
Drene 

H. W. Kastor & Sons 



Ivory Soap 

Compton Advertising, 
Inc. 



Duz 

Compton Advertising, 
Inc. 



Ivory Soap 

Compton Advertising, 
Inc. 

Ivory Flakes 

Compton Advertising, 
Inc. 

Oxydol 

Blackett-Sam ple- 
Hummert, Inc. 



Crisco 

Compton Advertising, 
Inc. 



Chipso 

Pedlar & Ryan, Inc. 



RUDENTIAL INSURANCE COMPANY 
¥ AMERICA 

05th Week on CBS) 

When a Girl Marries 

Serial drama 



Mon. thru Fri. 
12:15-12:30 p.m. 
51 CBS stations 

ORIGINATES: WABC 



Insurance Services 

Benton & Bowles, Inc. 



R. J. REYNOLDS TOBACCO 
COMPANY 

i421st Week on CBS) 
Blondie 

with Penny Singleton and 
Arthur Lake 
Domestic comedy 

Penthouse Party 

starring Ilka Chase, Yvette and 
Paul Baron's Orchestra 
Variety 



Monday 
7:30-8:00 p.m. 
Rebroadcast 
10:30-11 :00 p.m. 
77 CBS stations 

ORIGINATES: KNX 



Friday 

10:30-11 :00 p.m. 
98 CBS stations 

ORIGINATES: WABC 



Camel Cigarettes 
Prince Albert Smoking 
Tobacco 

William Esty & 
Company, Inc. 



SPEARMINT GUM 


Mon. thru Fri. 


Spearmint Gum 


(466th Week on CBS) 


5:45-6:00 p.m. 


Arthur Meyerhoff & 




77 CBS stations 


I Scattergood Baines 


originates: wbbm 




j Serial drama 




• 1 


I Dear Mom 


Sunday 




with John Walsh, Dolph Nelson, 


6:55-7:15 p.m. 




Marvin Mueller and Eloise Kummer 


69 CBS stations 




Drama 


originates: wbbm 




E. R. SQUIBB & SONS 


Mon. thru Fri. 


Squibb Products | 


(47th Week on CBS) 


3:15-3:30 p.m. 


Geyer, Cornell & 




37 CBS stations 


Newell, Inc. 1 


1 Frank Parker in 


originates: WABC 


1 Golden Treasury of Song 






' M usical 







TEXAS COMPANY 

(209th Week on CBS) 

Texaco Star Theatre 

starring Fred Allen, with Kenny 
Baker, Portland Hoffa, Al Goodman's 
Orchestra, "Mighty Allen Art 
Players," Wynn Murray 
Variety 



Wednesday 
9:00-10:00 p.m. 
Rebroadcast 
12:00-1:00 a.m. 
88 CBS stations 

ORIGINATES: WABC 



Texaco Products 
Buchanan & Co. 



U. S. TOBACCO COMPANY 

(313th Week on CBS) 

Gay Nineties Revue 

starring Beatrice Kay, 
Joe Howard, MC, Billy M. Greene, 
Florodora Girls, Elm City Four, 
Jenny Lynn 



Monday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11:55 p.m. 
63 CBS stations 

ORIGINATES : WABC 



Dill's Best 

Model Smoking Tobacc 
Arthur Kudner, Inc. 



13 



I 



MERICAN CHICLE COMPANY 

2th Week on CBS) 

By the Way 

with Bill Henry 



Tues.. Fri. 
9:30-9:45 p.m. pst 

ORIGINATES: KNX 



Chiclets & Dentyne 
Badger, Browning 
& Hersey, Inc. 



COLUMBIA 

PACIFIC 

NETWORK 



ATHASWEET CORPORATION 

6th Week on CBS) 

Bob Garred Reporting 



Tues., Thurs. 
7:30-7:45 a.m. PST 

ORIGINATES: KNX 



Bathasweet Products 
H. M. Kiesewetter 
Advertising Agency 



DLONIAL DAMES, INC. 

7th Week on CBS) 

"Find the \^ oman" 

with Knox Manninof 



Friday 

8:55-9:00 p.m. PST 
originates: knx 



Cosmetics 

Glasser, Gailey & Co. 



ALLENKAMP STORES COMPANY 
]nd Week on CBS) 

Here's the Clue 

with Frank Graham 
Commentary 



Thursday 

6:45-6:50 p.m. pst 
originates: knx 



She 



Long Advertising 
Service 



ENERAL FOODS CORPORATION 

n4th Week on CBS) 

The Second Mrs. Burton 

Dramatic serial 



Mon. thru Fri. 
3:00-3 :15 p.m. PST 
originates: knx 



Postum 

Young & Ruhicam, Inc. 



;ENERAL PETROLEUM 
:0RP0RAT10N OF CALIFORNIA 

12nd Week on CBS) 

I Was There 



Sunday 

9:00-9:30 p.m. pst 
originates: knx 



Mobilgas, Mobiloil 
Smith & Drum, Inc. 



UCHARD HUDNUT 

74th Week on CBS) 

Hollywood Showcase 



Tuesday Marvelous Cosmetics 

9 :30-10 :00 p.m. pst Benton & Bowles, Inc. 



originates: knx 



: LORILLARD COMPANY 

261st Week on CBS) 

Don't Be Personal 

with Art Baker 



Sunday 

8:30-9 :00 p.m. pst 
originates: knx 



Sensation Cigarettes 

Lennen & Mitchell, Inc. 



OS ANGELES SOAP COMPANY 

87th Week on CBS) 

Knox Manning 

News 



Mon. thru Fri. 
7:30-7:45 a.m. pst 
Rebroadcast 
2:00-2:15 p.m. pst 
originates: knx 



White King Soap 
Sierra Pine Soap 

Raymond R. Morgan Co. 



14 



COLUMBIA 
PACIFIC 
NETWORK 

Continued 



COLUMBIA 
CALIFORNIA 
NETWORK 



THE MENNEN COMPANY 

(llhh Week on CBS) 

Bob Garred Reporting 

News 


Mon.,Wed., Fri. 
7:30-7:45 a.m. pst 

ORIGINATES: KNX 


Mennen Shaving Cream 
H. M. Kieseivetter 
Advertising Agency 


NATIONAL LEAD COMPANY 

(47th Week on CBS) 

Answer Auction 

Quiz 


Thursday 

8:30-9:00 p.m. PST 
originates: knx 


National Lead Products 
Erwin Wasey & Co. 


PETER PAUL, INC. 

(46th Week on CBS) 

Bob Garred Reporting 

News 


Mon., Wed., Fri. 
4:45-4:55 p.m. pst 
originates: knx 


Mounds Candy 
Ten Crown Gum 

Brisacher, Davis 

& jiaff 


PLANTERS NUT AND 
CHOCOLATE COMPANY 

(34th Week on CBS) 

What's On Your Mind? 


Monday 

8:30-9:00 p.m. pst 
originates: knx 


Planters Salted Peanuts 
Planters Peanut Oil 
Raymond R. Morgan C 


SOIL OFF MANUFACTURING 
COMPANY 

(17th Week on CBS) 

Bob Garred Reporting 

News 


Thursday 

4:45-4:55 p.m. pst 
Saturday 

7:30-7:45 a.m. pst 
originates: knx 


Cleaning Fluid for 
Walls and Woodwork 

Hillman-Shane 

A dvertising A gency. In 


WILMINGTON TRANSPORTATION 
COMPANY 

(3rd Week on CBS) 

Catalina Fun Quiz 


Mon. thru Fri. 
12:00-12:15 p.m. 
pst 

originates: knx 


Santa Catalina Island, 
Summer Resort 

Arthur Meyer ho ff & C 


BREAKFAST CLUB COFFEE, INC. 

(21st Week on CBS) 

Voice of Friendship 

with Rita Murray 


Tues., Thurs. 
7:45-8:00 a.m. pst 
originates: knx 


Breakfast Club Coffee 
Lockwood-Shacklefori 
Advertising Agency 


KNOX GELATINE COMPANY 

(26th Week on CBS) 

Behind the Headlines 
with Bob Garred 


Tues., Thurs. 
6:50-7 :00 p.m. pst 
originates: knx 


Knox Sparkling Gelatine 
Kenyon& Eckhardtjii 


SEASIDE OIL COMPANY 

(7th Week on CBS) 


bunday 

4:30-4:55 p.m. pst 


Seaside Lthyl Gasoline ai 
Silverol Motor Oil 



Seaside Spelling Bee Liner 



originates : knx 



The McCarty Compan- 



15 



kMERICAN CHICLE COMPANY* 

L39th Week on WABC) 

j Announcements 


Mon. thru Sat. 
8:00-8:01:30 a.m. 


Chiclets and Dentyne 
Badger, Browning & 
Hersey, Inc. 


AMERICAN CIGARETTE & 
CIGAR CO. 

\uth Week on WABC) 

Modern Design Music 


Mon. thru Sat. 
8:20-8:25 a.m. 


Pall Mall Cigarettes 
Ruthrauff & Ryan, 
Inc. 


LmERICAN SCHOOLS, INC. 

Arthur Godfrey 

Participations 
(Starts June 3) 


Tues., Thurs., Sat. 
7:00-7:15 a.m. 


High School Course 
Huher Hoge and Sons 


barbasol company 

{35th Week on WABC) 

Sports News 
with Mel Allen 


Tues., Thurs. 

6:10-6:15 p.m. 

Saturday 

5 -55-6 -00 n m 


Barbasol Shaving Cream 
Erwin, Wasey&Co.,Inc. 


BOND STORES, INC. 

{49th Week on WABC) 

Arthur Godfrey 


Mon. thru Sat. 
7:30-7:45 a.m. 


Bond's Men's Clothing 
Neff-Rogow, Inc. 


BOOK HOUSE FOR CHILDREN 

{4th Week on WABC) 

Woman's Page of the Air 

Willi /iUcldlUc liaVVlcy 

Participations 


Mon., Wed., Fri. 
8:45-9:00 a.m. 


Book House 

Presba, Fellers & 
Presba, Inc. 


THE BORDEN COMPAJNY* 

(6th Week on WABC) 


Wed., Fri., Sat. 

yj — yj .^xu ,o\j p. 111. 


Reid's Ice Cream 

redlar & Ryan, Inc. 



WABC 

SPONSORED 
PROGRAMS 



Announcements 



BULOVA WATCH COMPANY 

(6I4th Week on WABC) 

Time Signals 



Sun. thru Sat. 
10 Times Daily 



Bulova Watches 

The Biow Company 



DREZMA, INC. 

iSOth Week on WABC) 

Lessons in Loveliness 
with Nell Vinick 



Tues., Thurs., Sat. 
8:25-8:30 a.m. 
Tues. and Thurs. 
11:00-11 :15 a.m. 



'Drezma" Cosmetics 

Blaine-Thompson Co., 
Inc. 



*/n addition to number of weeks in ivhich the client has used CBS Network facilities. 



16 



WABC 
SPONSORED 
PROGRAMS 

Continued 



KRUG BAKING COMPANY 

(75th Week on WABC) 

Woman's Page of the Air 

with Adelaide Hawley 

Participations 



Mon. thru Fri. 
8:45-9:00 a.m. 



Bakery Products 
and Coffee 

Elmer L. Cline 



LEHN & FINK PRODUCTS CORP.* 

{6th Week on WABC) 

Arthur Godfrey 

Participations 



Mon., Wed., Fri. 
6:35-7:00 a.m. 



Hind's Honey & Almond 
Cream 

William Esty & 

Company, Inc. 



.ilk A 
m 



MARLIN FIREARMS COMPANY 

(27th Week on WABC) 

Arthur Godfrey 

Participations 



Mon. thru Sat. 
7:00-7:15 a.m. 



Marlin Razor Blades 
Craven & Hedrick, Inc 



McKESSON & ROBBINS, INC. 

(4th Week on WABC) 

Evening News 



Men., Wed., Fri. 
10:45-11:00 p.m. 



Calox Tooth Powder Hlff' 
/. D. Tarcher&Co.jMil 



MELVILLE SHOE COMPANY 

(132nd Week on WABC) 

Early Morning News 



Mon. thru Sat. 
7:45-8:00 a.m. 



Thorn McAn Shoes 

Neff-Rogow, Inc. , .yj 



MILES LABORATORIES, INC. 

(25th Week on WABC) 

Afternoon News 



Sunday 

2:30-2:35 p.m. 



Alka-Seltzer and 
One-a-Day Vitamins 

Wade Advertising 

Agency 



m 



NOXZEMA CHEMICAL CO., INC.* 

(8th Week on WABC) 

Battle of the Boroughs 

Quiz 



Saturday 
9:45-10:15 p.m. 



Noxzema Products 

Ruthrauff & Ryan, Inc. 



THE NEWSPAPER PM, INC. 

(14th Week on WABC) 

Arthur Godfrey 

Participations 



Mon. thru Sat. 
6:35-7:00 a.m. 



PM 



Harry A. Berk, Inc. 



17 



'In addition to number of weeks in which the client has used CBS Network facilities. 



THE NEWSPAPER PM, INC. 

Continued 

Woman's Page of the Air 
with Adelaide Hawley 
Participations 



EPSI-COLA COMPANY* 
44th Week on WABC) 

The Missus Goes A-Shopping 

Quiz 



Tues., Thurs., Sat. 
8:45-9:00 a.m. 



PM 



Harry A. Berk, Inc. 



Mon., Wed., Fri. 
8:30-8:45 a.m. 



Pepsi-Cola 

Newell-Emmett, Inc. 



PETER PAUL COMPANY* 

(64th Week on WABC) 

Early Riser's News 



Mon., Wed., Fri. 
6:30-6:35 a.m. 



lounds 
Platt-Forbes, Inc. 



WABC 

SPONSORED 
PROGRAMS 



RIVAL PACKING COMPANY 

iSth Week on WABC) 

Music of Today 



Mon., Wed., Fri. 
8:15-8:20 a.m. 



Rival Dog Food 
Charles Silver & 
Company 



SELECT THEATRES CORE 

{38th Week oh WABC) 

Midnight News 



Mon., Tues., Wed. 
12:00-12:05 a.m. 



Hellzapoppin 

Blaine-Thompson 
Co., Inc. 



WARD BAKING COMPANY 

{4th Week on WABC) 

Arthur Godfrey 

Participations 



Mon. thru Sat. 
7:00-7:15 a.m. 



Ward's Tip Top Bread 
Sherman K. Ellis 
& Co., Inc. 



WEST DISINFECTING COMPANY Mon., Wed., Fri. CN 

{7th Week on WABC) 8 :25-8 :30 a.m. Moser & Cotins, Inc. 

It Takes a Woman 

with Frances Scott 



R. C. WILLIAMS & CO., INC. Mon., Wed., Fri. Royal Scarlet Coffee 

Arthur Godfrey 7:15-7:30 a.m. Alley & Richards, Inc. 



(Starts June 2) 



*ln addition to number of weeks in which the client has used CBS Network facilities. 



18 



CBS SUSTAIIIM PROGRAMS 



are chosen because they are timely, exciting, and balanced. These 
three standards of selection produce a diverse, flexible program 
schedule, carefully designed to win and retain the interest of mil- 
lions of listeners. To maintain its flexibility— to continue to present 
the most highly contemporary and most stimulating sustaining pro- 
grams on the air— Columbia finds it necessary in the course of the 
month to alter some details in the following schedule. These day- 
to-day and even hour-to-hour changes are reported, when possible, 
in local newspaper radio listings. 

For your convenience, the Columbia sustaining programs listed 
on the following pages are grouped in these eleven classifications: 



1. NEWS BROADCASTS Page 20 

2. PUBLIC AFFAIRS Page 21 

3. SPECIAL EVENTS Page 21 

4. DRAMATIC SERIES Page 21 

5. SERIOUS MUSIC ' Page 22 

6. EDUCATIONAL PROGRAMS Page 23 

7. RELIGIOUS BROADCASTS Page 25 

8. VARIETY PROGRAMS Page 25 

9. PERSONALITIES Page 26 

10. CHILDREN'S PROGRAMS Page 27 

n. LIGHT MUSIC Page 27 

CBS SHORT WAVE BROADCASTS Page 28 

ADDENDA : may programs Page 29 



News Summaries, Analyses 
and Broadcasts from Europe 

SCHEDULED PERIODS 
MONDAY THRU SUNDAY 



Columbia's stafiE of air reporters in European 
capitals, in New York, and in Washington cover 
the second world war according to a regular 
pattern of summaries, analyses, and news 
broadcasts from Europe. In addition to this 
daily schedule, CBS is prepared at any time to 
bring its audience immediate reports of signifi- 
cant unexpected events. The schedule is sup- 
plemented and sharpened by frequent addresses 
by public figures, historians, and political or 
military experts. The schedule: 
News Broadcasts: Edward R. Murrow, Charles 
Collingwood, Larry Lesueur from London; 
Harry W. Flannery, Joseph C. Harsch, Charles 
Barbe from Rome; Cecil Brown from Cairo, 
Leigh White from Belgrade; Betty Wason and 
Philip Brown from Athens; Winston Burdett 
and Farnsworth Fowle from Ankara; Herbert 
Clark from Buenos Aires; W. R. Wills 
from Tokyo; William Dunn in the Far East; 
Elmer Davis, Bob Trout, Linton Wells, Major 
G. F. Eliot, William L. Shirer, Spencer 
Williams from New York; Albert Warner, Eric 
Sevareid, John Charles Daly from Washing- 
ton: 8:00-8:15 a.m., Monday thru Satur- 
day; 6:45-7:00 p.m., Monday thru Satur- 
day; 9:00-9:15 a.m., 2:35-3:00 p.m., Sunday, 
7:30-8:00, 11:00-11:15 p.m., Monday thru 

SATURDAY. 

News Summaries: 6:30, 9:00 a.m., 3:55 p.m., 
12:55 a.m., MONDAY THRU SATURDAY; 5:50- 
5:55 p.m., SATURDAY; 8:00, 11:00 a.m., 2:30 
p.m., 12:55 a.m., Sunday. 
News Analyses: Linton Wells, 12:00-12:05 
a.m., MONDAY THRU SATURDAY; Elmer Davis, 
8:55-9:00 p.m., Sunday, 6:30-6:45 p.m., 
SATURDAY; Paul Sullivan, 6:30-6:45 p.m., 
FRIDAY. (See also sponsored news programs.) 



NEWS 

BROADCASTS 



Headlines and Bylines 

11:00-11 :15 p.m. 

EACH SUNDAY 



In this Sunday evening period of news analy- 
sis, Major George Fielding Eliot stresses 
the military aspects of war in Europe, Albert 
Warner describes the Washington scene, and 
Bob Trout analyzes the week's news generally. 



20 



PUBLIC 
AFFAIRS 



SPECIAL EVENTS 



Report to the Nation 
6:00-6:30 p.m. 

EACH SATURDAY 



Proudly We Hail 
2:00-2:30 p.m. 

SUNDAY, JUNE 8, 15, 22 



This informal, factual series brings the Amer 
ican people a report each week on the insideS 
workings of their government. Each program: 
describes the government's operation in ai 
problem or event rich in public interest. The 
series, which originates in Washington, is pro 
duced by Brewster Morgan. 



Stlileo 

■.00 



The stories of our progress in defense producH 
tion are dramatically told week by week by a 
cast of entertainment celebrities and govern- 
ment experts. Brewster Morgan directs, Roy ,1 



a Sill 



Howard conducts. 



William S. Paley Amateur 
Radio Award 
2:30-2:45 p.m. 

MONDAY, JUNE 2 



From the Hotel Waldorf-Astoria in New York 
the CBS audience will hear Kansas school; 
teacher Marshall H. Ensor receive the covetedill 
William S. Paley Amateur Radio Award for 
1940 from Mr. Paley, president of the Colur^l 
bia Broadcasting System. 



DRAMATIC 
SERIES 



Columbia Workshop 

10:30-11:00 p.m. 
(8:00-8:30 p.m. to West) 
EACH SUNDAY 



The Columbia Workshop remains the foremost i 
program on the air devoted to experimental i 
broadcasting. Starting with the first broadcast 
in May, Norman Corwin returned as author- , 
director in an ambitious series called "26 by 
Corwin." The program for June includes: 

I 

JUNE 1 : "Appointment." |; 

JUNE 8: "An Afternoon with Nick," music by^' 
Alexander Semmler. 

JUNE 15: "Old Salt." 

I 

JUNE 22: "A Philadelphian in Paris." 
JUNE 29: "Portrait of a Ham." 



21 



"he Life of Riley 

0:00-10:30 a.m. 

ACH SATURDAY 



Famous stage and screen actor Lionel Stander, 
supported by a talented cast, stars in a new 
comedy -drama of a promoter temporarily 
down in his luck. The series is directed by 
Leonardo Bercovici, and written by Mr. 
Bercovici and Bob Sloan. 



'Honest Abe" 
1:05-11:30 a.m. 

ACH SATURDAY 



This Saturday morning series, written by E. P 
Conkle, starring Henry Hull, dramatizes epi- 
sodes in the early life of Abraham Lincoln. 
Sidney Harmon directs. 



olumbia Broadcasting 

ymphony 

:00-4:30 p.m. 

CH SUNDAY 



Brilliant conductor Howard Barlow brings 
back the Columbia Broadcasting Symphony 
for its sixth series of annual summer concerts. 
For June the program includes: 
JUNE 1 : Sir Thomas Beecham, guest conduc- 
tor; Mozart: Haifner Symphony; Delius: The 
Walk to the Paradise Garden; Handel- 
Beecham: The Faithful Shepherd; Bizet: 
Suite from "The Fair Maid of Perth." 
JUNE 8: Composition awarded the Prix de 
Rome; Liadoff: The Enchanted Lake; Frank 
Bridge :TheSea; Beethoven: Symphony No. 6. 



SERIOUS 
MUSIC 



olumbia Concert Orchestra 
:30-8 :00 p.m. 
ACH SATURDAY 

:45-5:15 p.m. 

UESDAY, THURSDAY AND FRIDAY 



The Columbia Concert schedule includes sev- 
eral half-hour broadcasts of symphonic music 
each week. The orchestra is directed in turn 
by CBS conductors Howard Barlow, Victor 
Bay and Bernard Herrmann. 



Notary International 
Convention 

1:30 p.m.-12:00 mid. 

;UNDAY, JUNE 15 



From Denver's Red Rocks Park Columbia's 
U. S. and Latin American listeners hear cele- 
bration of one of the largest conventions ever 
held in the West, with Soprano Helen Jepson, 
and Henry Sachs directing the Denver Sym- 
phony Orchestra and 100-voice choir. 



22 



SERIOUS 
MUSIC 

Continued 



EDUCATIONAL 
PROGRAMS 



Lewisohn Stadium Concerts 
9:30-10:00 p.m. 

EACH TUESDAY 

(Starts June 24) 



Southern Serenade 

9:30-10:00 a.m. 

EACH WEDNESDAY 



Vera Brodsky 
3:30-3:55 p.m. 

EACH SATURDAY 



Dorian String Quartet 

3:00-3:30 p.m. 

EACH SATURDAY 



From the Organ Loft 

9:15-9:45 a.m. 
EACH SUNDAY 



CBS ADULT 
EDUCATION BOARD 



Invitation to Learning 

9:30-10:00 p.m. 

TUESDAY, JUNE 10 AND 17 

2:00-2:30 p.m. 
EACH SUNDAY 
STARTING JUNE 29 



From Lewisohn Stadium Columbia agairj 
offers its audiences this famous series of sum^ 
mer concerts. June 24th brings conductoi 
Alexander Smallens to the CBS microphone 



0^ 



A half hour of song and rhythm from the 
South, with the mellow voices of the Four! 
Clubmen, Louise Wilcher at the organ. 







Famed concert pianist Vera Brodsky comes j 
back to the Columbia microphone with a wide 
repertoire of piano music both modern anc 
ancient. 



The Dorian String Quartet returns with i 
series of contemporary chamber works o 
America and Europe, bringing before thi 
microphone Alexander Cores and Harrj 
Friedman, violins, David Mankovitz, viol^ 
and Bernard Greenhouse, cello. 



Famous organist Julius Mattfeld brings bacl 
Columbia's well known series of organ recital; 
with a vast new repertory of organ music foi 
the radio. 



"Invitation to Learning" and "The People's 
Platform" are presentations of the Department 
of Education, arranged with the counsel oi 
Colombia's Adult Education Board. Members 
of the Board, representative of the nation's 
leading educators and publicists, are: 

LYMAN BRYSON, chairman henry r. luce 



STRINGFELLOW BARR 
WILLIAM BENTON 
HARRY WOODBURN CHASE 
ROBERT I. CANNON, S.J. 
ALVIN S. JOHNSON 



SPENCER MILLER, JR. 
RUTH BRYAN ROHDE 
THOMAS V. SMITH 
WILLIAM ALLEN WHrFE 
RAY LYMAN WILBUR 



Ifrii 



m 

m 

Me 

'i3: 

m 



JOSEPH H. WILLITS 



This series invites listeners to read or re-read 
the world's great books discussed by Hunting- 
ton Cairns, Allen Tate and Mark Van Doren i 



lit 



mi 



23 



e People's Platform 
:00-7:30 p.m. 

CH SATURDAY 



Lyman Bryson entertains four Americans at 
dinner and draws them into an extempora- 
neous discussion of current problems and an 
informal exchange of ideas. 



EDUCATIONAL 
PROGRAMS 



hildren Also Are People 
i:4S-3:55 p.m. 

lACH WEDNESDAY 



CBS presents a new series of broadcasts by 
child experts and celebrities to show parents 
that children are people, too. 



olumbia's Country Journal 
:00-12 :30 p.m. 

CH SATURDAY 



Charles Stookey, Columbia's director of agri- 
cultural programs, presents a weekly round- 
up of farm news, and interviews distinguished 
agricultural authorities and leaders. 



Ilighways to Health 
:15-4:30 p.m. 



ACH FRIDAY 



Dr. lago Galdston of the New York Academy 
of Medicine arranges these instructive talks 
on health for laymen. 



xploring Space 
:45-3 :55 p.m. 

ACH FRIDAY 



This series tells — in an interesting, dramatic 
manner— the stories of the planets and con- 
stellations. 



Columbia's Lecture Hall 
:45-3:55 p.m. 



;ACH MONDAY 



Lectures on a variety of subjects by eminent 
speakers, many of whom are chosen from the 
lists of the Columbia Lecture Bureau. 



imerica in Transition 
:45-3:55 p.m. 



ACH TUESDAY 



This new series features interviews on their 
work of artists, scientists and technologists by 
John Allen Wolf. 



Idventures in Science 
45-3:55 p.m. 

lACH THURSDAY 



Watson Davis interviews prominent scientists 
on these CBS programs, planned in conjunc- 
tion with Science Service, Inc. 



)f Men and Books 
30-3:00 p.m. 

ACH SATURDAY 



Professor John T. Frederick of the Medill 
School of Journalism, Northwestern Univer- 
sity, discusses recently published books and 
brings their authors to the CBS microphone. 



24 



RELIGIOUS 
BROADCASTS 



Church of the Air 

10:00-10:30 a.m. 
1 :00-l :30 p.m. 

EACH SUNDAY 



Wings Over Jordan 

10:30-11:00 a.m. 
EACH SUNDAY 



VARIETY 



Gold If You Find It 

10:30-11:00 a.m. 
EACH SATURDAY 



25 




The Church of the Air is presenting its eight| 
consecutive year of Sunday morning and aftei 
noon religious broadcasts. In June: 

JUNE 1: Morning: Rev. Dr. Ernest Fremon 
Tittle, First Methodist Church, Evanston, 111 
Afternoon: Rev. Dr. Cornelius B. Muste, Tb 
First Reformed Church, Brooklyn, N.Y. 

JUNE 8: Morning: Dr. Luther Wesley Smith 
Executive Secretary, The American Baptis 
Publication Society, Philadelphia, Pa. 
Afternoon: Rev. Patrick J. O'Leary, Ph.D. 
Dean, Don Bosco College, Newton, N. J. 

JUNE 15: Morning: Rev. Joseph Sittler, Presii 
dent, Ohio Synod United Lutheran Church ir 
America, Columbus, Ohio. 

Afternoon: Roman Catholic Service. 

JUNE 22: Morning: Rev. Dr. Philip S. Bird, 
Church of the Covenant, Cleveland, Ohio. 

Afternoon: Disciples of Christ Service. | 

JUNE 29: Morning: Rev. Dr. Carl August VossJ 
Smithfield Congregational Church, Pitts- 
burgh, Pennsylvania. 

Afternoon: Roman Catholic Service. 



jiteal 

0\ 







This program of religious talks and spirituals 
is presented by outstanding Negro leaders and 
educators and a choir of thirty-five voices. 

JUNE 1: Mr. H. R. Barksdale, President,'; 
Florida Normal and Industrial School. 

JUNE 8: Rev.W.T. Liggins, Denver, Colorado. 

JUNE 15: Mrs. Charlotte A. Bass, Editor, Cali- 
fornia Eagle, Los Angeles. 

JUNE 22: To be announced. 

JUNE 29 : To be announced. 



m 

511' 



From coast to coast Columbia's listeners take 
part in a unique treasure hunt. James Fleming 
is master of ceremonies on this unusual pro- 
gram, originated by Ray Harvey. 



mi 



I 



VARIETY 



leet the Music 
35-3:00 p.m. 

ICH SUNDAY 



iatinee at Meadowbrook 
i; 00-5: 55 p.m. 

ICH SATURDAY 



Fredda Gibson and Jack Leonard, two of 
radio's outstanding song stylists, are featured 
vocalists with Lyn Murray and his orchestra 
and mixed chorus on this new musical series. 
Each week the program pays tribute to some 
modern song writer. 



Jackson ^Tieeler is Jive Master, Helen Lewis 
in charge of adding confusion, in this new 
series from Meadowbrook, popular New Jersey 
resort. Top-notch bands appear on the pro- 
gram, which Perry Lafferty produces. 



illing Pan-America 

|00-4:30p.m. 

llcH SATURDAY 



an Arvizu 

D:30-10 :45 p.m. 

ONDAY, WEDNESDAY, FRIDAY 



The Columbia Broadcasting System takes an- 
other step toward bringing the Americas closer 
together through radio. Heard throughout the 
western hemisphere, this new series originates 
in a different capital each week, "calls" a dif- 
ferent nation to the microphone with a vivid 
radio-picture of its daily life and culture. 



Juan Arvizu, singing idol of Latin America, is 
presented by CBS with a Tipica Orchestra 
under the direction of Ernesto Arcos. 



PERSONALITIES 



Friend in Deed 

:30-3 :45 p.m. 

ONDAY THRU FRIDAY 



Richard Maxwell presents a new program, 
based on the vital idea of friendship, each 
week-day afternoon. 



lutdoors with Bob Edge 
|:15-6 :30 p.m. 

CH THURSDAY 



Bob Edge, CBS hunting and fishing expert, 
recounts anecdotes and furnishes useful infor- 
mation to sporting enthusiasts. 



lat's New At The Zoo? 

[:30 a.m.-12:00 noon 
iCH SUNDAY 



The vivid and humorous stories of the differ- 
ent animal personalities at the Bronx Zoo are 
brought to the CBS audience in this unique 
new Sunday series by John Reed King, the 
Zoo curators and public. 



o Politics 
:00-2:30 p.m. 

''aCH SATURDAY 



The series features a quiz panel drawn from 
members of the National Legislature matching 
wits on any and all subjects — except that 
"politics" is barred. 



26 



PERSONALITIES 

Continued 



CHILDREN'S 
PROGRAMS 



LIGHT MUSIC 



The Old Dirt-Dobber 

9:30-10:00 a.m. 
EACH SATURDAY 



Let's Pretend 
1:00-1:30 p.m. 

EACH SATURDAY 



"March of Games' 
1:30-2:00 p.m. 

EACH SUNDAY 



CBS Vocalists 

VARIOUS HOURS 
MONDAY THRU SATURDAY 



Tom Williams, horticultural expert of WL^ 
in Nashville, "the old dirt-dobber," answt 
queries about trees, plants, birds and insec 



This series, which dramatizes the worlc 
greatest fairy tales, has won more awards tha 
any other children's program. Directed I 
Nila Mack and presented by a cast of chi 
actors, "Let's Pretend" has in 1940 won tl 
Radio Daily Award as the best children's pr^ 
gram on the air, the Scripps-Howard natioi 
wide poll of radio editors, and the Women t 
National Radio Conamittee Award. 



ill 



Children who like asking questions and thos 
who like answering get a chance on this qui 
program originated by Natalie Purvin Prage^ 
Nila Mack directing. Arthur Ross is MC ; Syb: 
Trent, 12, is "Miss Drum Major." 



The Columbia Network schedule of vocal pre' 
grams includes many young singers of popu 
lar songs in many styles and interpretations 
Among the current vocalists are: j 
Juan Arvizu Burl Ives 1 
Bob Hannen Genevieve Rowe 



Delta Rhythm Boys, 

Four Clubmen, Symphonettes 

VARIOUS HOURS 



These harmony groups are featured on thi 
Columbia Network through the week. Eacl 
group has a distinctive vocal style and is i g.,., 
CBS favorite. ■>j,j,j 



Dance Orchestra 

VARIOUS HOURS 
MONDAY THRU SUNDAY 



America's leading dance bands provide a fuli 
schedule of current hits and old favorites tc 
Columbia listeners each evening. These topi 
ranking bands are scheduled for June: ' 



Bobby Burne 
Bobby Day 
Tiny Hill 
Sammy Kaye 
Joey Kearns 



Bob Millar 
Vaughan Monroe 
Ray Noble 
Alvino Rey 
Raymond Scott 
Dick Shelton 



'■toS SHORT WAVE 
ROADCAST SCHEDULE 
O EUROPE AND 
OUTH AMERICA 



Columbia's schedule of programs to Europe 
and South America, over short wave stations 
WCBX (New York) and WCAB (Philadelphia), 
consists of programs designed exclusively for 
European and South American listeners and 
programs heard regularly over the network. 



ews Broadcasts 

tn English) 

IhrlS-lOrSO, 11:30-11:45 a.m. 
130-1:45. 5:45-6:00, 
|i!30-6:45 p.m. 

|0NDAY THRU FRIDAY 
[inltalian.German.French.Polish) 
j 2 :00noon-lp.m., 4:30-5 :30p.m. 
||[n Serbo-Croat) 

^30-5:45 p.m. 

HlONDAY THRU SATURDAY 
!:00 noon-1 p.m., 5-6 p.m. 
NDAY 



Columbia transmits daily news programs to 
Europe in English, as well as in French, Ger- 
man, Italian and Polish. Sources for the news 
broadcasts are similar to those available to the 
network's regular reporters and analysts. A 
feature of the summaries is a review of New 
York Stock Exchange noon and closing prices. 



oUywood News 
ONDAY, 2 :45-3 :00 p.m. 
^URSDAY, 7:45-8:00 p.m. 
ONDAY. 7:45-8:00 p.m. 



In collaboration with Will Hays' office, Colum- 
bia presents news of Hollywood once each 
week in English, Portuguese, and Spanish re- 
spectively. 



ews in Spanish 
):00-10 :05 p.m. 

ONDAY THRU SUNDAY 
:45-7:00 p.m. 
ipDAY THRU FRIDAY 

[■00-7:15 p.m., sat. (WCBX) 
1 2 :30-12 :45 p.m., 2 :30-2 :45 p.m. 
1:45-6:00 p.m. 

1 ONDAY THRU FRIDAY (WCAB) 



World-wide news events are broadcast Mon- 
day through Friday by Alberto Zalamea, well- 
known journalist and native of Colombia, 
(\^ CBX), Monday through Friday by Adriano 
A. Rubio (WCAB). 



armen Castelo's Broadway 
olumn in Spanish 

UDAY, 7:30-7:45 p.m. 



The latest news of the theater, motion pictures, 
fashions and personalities of Broadway is re- 
ported in Spanish by Carmen Castelo. 



SPECIAL CBS 
BROADCASTS 
TO EUROPE 



SPECIAL CBS 
BROADCASTS 
TO SOUTH 
AMERICA 



lews of Latin America 
& Spanish 

|00-8 :15 p.m. 

''ONDAY. WEDNESDAY. FRIDAY 


Mr. Roberto Unane tells the Latin American 
republics the news about their own Latin 
American neighbors. 


ews in Portuguese 
:15-7:30 p.m. 

ONDAY THRU FRIDAY 


Luis Correa, native Brazilian journalist, re- 
ports the news each week-day in Portuguese 
for Columbia's audience in Brazil. 



ADDEIDA 



MAY PROGRAMS 



Columbia's Special Feature broadcasts are arranged on a week t 
week, sometimes day to day, and even, on occasion, hour to houi 
basis. One result of this flexibility and timeliness is the following 
partial list of May programs which were arranged too late foi 
inclusion in the last month's issue of the Columbia program book 



PUBLIC AFFAIRS 

MAY 2: Speaking under auspices of 
United Service Organizations, General 
George C. Marshall, Chief of Staff, U. S. 
Army, Admiral Harold R. Stark, Chief of 
U. S. Naval Operations, and District Attor- 
ney Thomas E. Dewey, National Chairman 
of United Service Organizations, were heard 
by CBS listeners, 11:30-11:45 p.m. 

MAY 3: Gale F. Johnston, Treasury De- 
partment field director of the Defense Sav- 
ings staff, outlined his work in an address 
over the Columbia network. Speaking from 
the studios of WABC, Johnston discussed the 
defense bond sale which opened May 1, the 
establishments of units to conduct the sale, 
the organization of volunteer committees 
throughout the nation, 10:15-10:30 p.m. 

MAY 4: Dr. James Bryant Conant, Presi- 
dent of Harvard University, recently re- 
turned from an official mission to England, 
spoke over the Columbia network on "The 
Present War Situation," 2:45-3:00 p.m. 

MAY 15: Speaking from the CBS studios 
of WJSV, Representative Hamilton Fish of 
New York delivered an address on "No Con- 
voys, No War," 11:15-11:30 p.m. 

MAY 17: The United Service Organiza- 
tions' program to provide adequate recrea- 



tional facilities for men in uniform througl 
out the country was discussed by Charles ] 
Taft, Assistant Coordinator of Health, Wej 
fare and Related Defense Activities of th, 
Federal Security Agency in an address ove 
the Columbia network, 10:15-10:30 p.m. 

MAY 18: Former Presidential candidal, 
Alf M. Landon discussed the war crisis ove 
Columbia's Topeka station, 5:15-5:30 p.n 

MAY 20: Representative Karl D. Mundi; 
Republican member of the House Foreig 
Affairs Committee from South Dakota, spok 
over WJSV on "America's Rendezvous wit 
Destiny," 10:15-10:30 p.m. j 

j 

MAY 21 : Oswald Ryan, member of th:' 
Civil Aeronautics Board, discussed the presf' 
ing problem of Axis penetration in Sout 
American aviation in a Columbia networ 
broadcast, 10:15-10:30 p.m. 

MAY 27: President Roosevelt's world 
famed Fireside Chat, delivered from th 
Diplomatic Reception Room in the Whit 
House, went out to all the world ove 
the Columbia Broadcasting System's Ion 
and short wave facilities. In addition to th 
CBS network in the United States, the Presi^ 
dent's Chat was short- waved toward Europj 
over Columbia's station WCAB, and to Lati 
America over WCBX, 10:30-11 :00 p.m. 



MAY 28: Representative Louis Ludlow, 
)emocrat from Indiana, presented "The 
'eace Side" in the war situation over 
:BS station WJSV. 10:15-10:30 p.m. 

MAY 31 : Norman Thomas. National 
Chairman of the Socialist Party, speaking 
rom Washington, urged the American gov- 
rnment and people to "Keep America Out 
if War," 10:15-10:30 p.m. 

IPECIAL EVENTS 

MAY 1: In celebration of Child Health 
)av. the Columbia audience heard Miss 
'atherine F. Lenroot speaking from Wash- 
iigton and Mrs. Ada Mucklestone speaking 
lom Chicago, 3:30-3:45 p.m. 

MAY 1 : CBS reporter Bob Edge inter- 
■ iewed Governor Sumner Sewall, and 
bfficials and residents of Meddybemps. 
iVlaine, in a network broadcast originating 
n CBS Portland station WGAN. and herald- 
ng the buying by every Meddybemps resi- 
dent on May 1 of at least one Federal De- 
ense Bond, 4:45-5:00 p.m. 

MAY 6: A transoceanic conversation be- 
ween three prominent women, noted in their 
espective countries for service in inter- 
lational affairs, was carried over the CBS 
letwork. Dr. Mary E. Wooley, speaking 
loni Cincinnati, Dr. Edith Summerskill, 
U.P.. and Lady Iris Capell, speaking from 
.ondon, discussed "LTniversity Women and 
i\ar," 4:00-4:15 p.m. 

MAY 6: Governor Herbert H. Lehman and 
Mayor Fiorello H. LaGuardia paid tribute 
() world famous newspaperwoman Dorothy 
Thompson in a coast-to-coast Columbia 
iroadcast originating at the Hotel Astor. 
Vddresses by the Governor and the Mayor 
ame from a dinner-table in the Grand Ball- 
(jom at the Hotel, where a group of promi- 
lent citizens assembled to honor Miss 
Thompson, 9:30-10:00 p.m. 



MAY' 7: The Columbia network broadcast 
the address by Mrs. Franklin D. Roosevelt 
at ceremonies in Chicago in connection with 
the dedication of the Negro Art Center in 
that city. Mrs. Roosevelt was presented by 
Dr. Alaine Locke, professor of philosophy 
at Howard LIniversity, 4:45-5:00 p.m. 

MAY 7: An address by Wendell Willkie, 
and introductory remarks by Mayor 
LaGuardia, at the Freedom Rally in New 
York's Madison Square Garden of the Com- 
mittee to Defend America by Aiding the 
Allies, were heard by the nation through the 
facilities of the Columbia Broadcasting Sys- 
tem, 10:15-10:45 p.m. 

MAY' 10: Charles A. Lindbergh's address 
at a meeting of the America First Commit- 
tee in Minneapolis was broadcast over the 
Columbia network, 10:15-10:45 p.m. 

MAY 11: Clark M. Eichelberger, director 
of the Committee to Defend America by Aid- 
ing the Allies, gave the new policies fornm- 
lated by the Committee in an address over 
the Columbia network, 7:15-7:30 p.m. 

MAY 12: From Belmont Park, CBS sports 
reporter Ted Husing, assisted by Jimmy 
Dolan, brought the Columbia audience the 
exciting track-side account of the Toboggan 
Handicap, 4:45-5:00 p.m. 

MAY' 13: Madame Yolande Mero-Irion, 
chairman and founder of the Women's 
National Radio Conmiittee, addressed the 
CBS audience during the proceedings which 
marked the organization's seventh annual 
nationwide radio poll, 2:30-2:40 p.m. 

MAY 13: Mrs. Franklin D. Roosevelt, 
speaking under the joint auspices of the 
College Division of the Committee to Defend 
America by Aiding the Allies and Student 
Defenders of Democracy, discussed the prob- 
lem of "Today's Challenge to the Youth of 
America," 10:15-10:30 p.m. 

MAY 17: Speaking in support of President 
Roosevelt's foreign policy, Senator Joseph 



30 



H. Ball replied to Charles A. Lindbergh in 
an address over Columbia's Minneapolis 
station. Senator Ball was the principal 
speaker at a Norwegian Independence Day 
Celebration sponsored by Scandinavian 
groups in Minneapolis, 10:30-11:00 p.m. 

MAY 18: Nation-wide observance of "1 
Am An American Day," was marked on the 
Columbia network with a broadcast under 
auspices of the National Education Associa- 
tion. The CBS broadcast presented addresses 
by Vice President Henry A. Wallace, Speaker 
Sam Rayburn of the House of Representa- 
tives and Associate Justice Justin Miller, of 
the United States Circuit Court of Appeals. 
All three speakers discussed "The Govern- 
ment and the Citizen," 4:00-4:30 p.m. 

MAY 21 : Again Columbia's ace sports 
reporter Ted Husing, assisted by Jimmy 
Dolan, brought the races to the nation with 
his vivid description of the Acorn Handi- 
cap, 4:45-5:00 p.m. 

MAY 22: Marking National First Aid 
Week, Dr. Robert L. Swain, editor of "Drug 
Topics," pointed out the necessity of keep- 
ing an adequate supply of first aid material 
and medication in the home, 4:45-5:00 p.m. 

MAY 22: Opening of the dramatic "Britain 
At War" exhibit in New York's Museum of 
Modern Art was heralded with an ocean- 
spanning program over the Columbia Broad- 
casting System's facilities. Heard on the pro- 
gram were Harold Nicolson, Parliamentary 
Secretary to British Minister of Information 
Alfred Duff Cooper, Sir Kenneth Clark, 
director of the National Gallery in London, 
John Hay Whitney, president of the Museum 
of Modern Art, British Ambassador to the 
United States, Lord Halifax, 6:15-6:30 p.m. 



MAY 23 : The Columbia network broadcas 
the address of Senator Burton K. Wheele 
of Montana, principal speaker at the Madi 
son Square Garden meeting of the Americi 
First Committee, 10:30-11 :00 p.m. | 

MAY 24: "Everyone went to the races" a 
Ted Husing, ace CBS sports reporter, assistec 
by Jimmy Dolan, described the Metropoli 
tan Handicap from Columbia's tracksidi 
booth at Belmont Park, 4:45-5:00 p.m. 

MAY 25: A special broadcast of thi 
Authors' League in connection with a sym 
posium at the University of California wa 
broadcast from the CBS studios of KNX ii 
Hollywood. Among the writers participat 
ing in the program, entitled "What Writer; 
in America Can Do For Freedom," wenj 
James Hilton, Marc Connelly, Prestoi 
Sturges, 2:00-2:30 p.m. 

MAY 30: Ted Husing, assisted by Jimm] 
Dolan, gave Columbia's coast-to-coast lis 
teners a trackside description of the Subur 
ban Handicap, Decoration Day feature a 
Belmont Park, 4:45-5:00 p.m. 

MAY 31 : CBS sports reporter Ted Husing 
assisted by Jimmy Dolan, brought Colum 
bia network listeners highlights and sum 
maries of the l.C.A.A.A.A. track and fielc 
championships' final day when he broad 
cast from Randall's Island Stadium, scen( 
of the meet, 3:00-3:30, 4:30-5:00 p.m. 

MAY 31 : A two-way trans-Atlantic discus 
sion between New York's Mayor LaGuardia 
newly appointed national director of civiliar 
defense, and Herbert Morrison, British Min 
ister for Home Security, was broadcast tc 
the nation over the CBS network. The trans 
oceanic conversation took up problems o; 
civilian defense and morale, 6:30-6:45 p.m 



31 



THE C O L U M li I A BROADCASTING SYSTEM 



Sales and administrative offices: 485 Madison Avenue, New York • 182 Treinont Street, Boston 
410 North Michigan Avenue, Chicago • 902 Fisher Building, Detroit • Mart Building 
St. Louis • 625 Second Avenue, South, Miinieapolis • Wilder Building. Charlotte, North 
Carolina • Earle Building, Washington • Columbia Square, Hollywood • Palace Hotel. 
San Francisco • 84 Hallam Street, W. 1, London • Cable address, Columbia, New York 



CBS PROGRAM BOOK • JULY,I94I 



CBS announcer John Charles Daly 
and (narrator) Burgess Meredith 
report on the "Spirit of '41" from 
Fort Benning, Georgia (see page 21). 





PT 




jiiLt, mi 



THE COLUimift 

num BOOK 

CBS SPONSORED PROGRAMS: pp. 3 to 15 
WABC SPONSORED PROGRAMS: pp. 16 to 18 
CBS SUSTAINING PROGRAMS: pp. 19 to 28 

Published monthly for advertising executives by 
THE COLUMBIA BROADCASTING SYSTEM 
485 Madison Avenue, New York City, N. Y. 



1 



COLUMBIA lETWORR CLIEITS 



• AUTOMOTIVE 

CHRYSLER CORPORATION: 

Plymouth, Dodge, DeSoto, 

Chrysler motor cars Page 5 

FORD MOTOR COMPANY: 

Ford cars, trucks, tractors, Mercury, 
Lincoln Page 7 

• CIGARETTES & TOBACCO 

AMERICAN TOBACCO COMPANY: 

Lucky Strike Cigarettes .... Page 3 

BROWN & WILLIAMSON TOBACCO CORP.: 
Raleigh Cigarettes Page 4 

LIGGETT & MYERS TOBACCO COMPANY: 

Chesterfield Cigarettes, 

Velvet Cigarette and Pipe Tobacco Page 10 

p. LORILLARD COMPANY: 

Beechnut Cigarettes Page 14 

PHILIP MORRIS & COMPANY, LTD.: 

Philip Morris Cigarettes . . . . Page 11 

R, J. REYNOLDS TOBACCO COMPANY: 

Camel Cigarettes, 

Prince Albert Smoking Tobacco . Page 12 

U. S. TOBACCO COMPANY: 

Dill's Best, Model Tobacco . . . Page 13 

• CONFECTIONERY 

AMERICAN CHICLE COMPANY: 

Chiclets & Dentyne Page 13 

CURTISS CANDY COMPANY: 

Candy Page 7 

DOUBLEMINT GUM: 

Doublemint Gum Page 7 

PETER PAUL, INC. : 

Mounds Candy, Ten Crown Gum . Page 15 

SPEARMINT GUM: 

Spearmint Gum Page 12 

• DRUGS & TOILET GOODS 

AFFILIATED PRODUCTS, INC.: 

Edna Wallace Hopper Cosmetics, 

Kolynos Page 3 

ANACIN COMPANY: 

Anacin Page 3 



ARMOUR & CO.: 

Luxor Products Page 3 

I 

BATHASWEET CORPORATION: 

Bathasweet Products Page 13 

BAYER COMPANY: I 

Bayer Aspirin Page 3j 

CAMPANA SALES COMPANY: 

Campana Hand Cream, I 

Italian Balm, Dreskin, Coolies, 

D. D.D., Old South Toiletries . .Paget 

CHESEBROUGH MANUFACTURING COMPANY: 
Vaseline Preparations .... Page 5' 

COLGATE-PALMOLIVE-PEET COMPANY: 

(See also Laundry Soaps) i 
Colgate Dental Cream, J 
Palmolive Shave Cream, | 
Palmolive Brushless Shave, ' 
Palmolive Soap, 

Colgate Tooth Powder . . . . Pages 5, f' 

! 

COLONIAL DAMES, INC. : 

Cosmetics Page 13; 

RICHARD HUDNUT: ' 

Marvelous Cosmetics Page 14 

JOHNSON & JOHNSON: ' 

Band- Aid Page ^ 

LADY ESTHER LTD.: I 

Face Powder, Face Cream, ' 
Rouge, Lipstick and Nail Polish . Page 9 

LEVER BROTHERS COMPANY: ^ 

/See also Foods; Laundry Soaps) 

Lux Toilet Soap, Lifebuoy . . Pages 9, IC 

LOS ANGELES SOAP COMPANY: ] 
White King Soap, s 
Sierra Pine Soap Page 14 

THE MENNEN COMPANY: | 
Mennen Shaving Cream .... Page 14 

I 

THE PROCTER & GAMBLE COMPANY: j 

(See also Laundry Soaps; Foods) 

Ivory Soap Page 11' 

E. R. SQUIBB & sons: 

Squibb Products Page 13 

THE TAYTON COMPANY: 

Tayton Cosmetics Page 15 



• FOODS & BEVERAGES 

ARMOUR & CO.: 

Treet Page 3 

bowey's, inc.: 

Dari-Rich Products Page 4 

BREAKFAST CLUB COFFEE, INC.: 

Coffee Page 15 

CALIFORNIA FRUIT GROWERS EXCHANGE: 
Sunkist Oranges, Lemons . . . Page 4 

CAMPBELL SOUP COMPANY: 
Campbell's Soups. 

Beans, and Tomato Juice . . . Pages 4, 5 

Franco-American Macaroni 

and Spaghetti Page 5 



COCA-COLA COMPANY: 
Coca-Cola . . . . 



Page 5 



CONTINENTAL BAKING COMPANY, INC.: 

Wonder Bread. Hostess Cake . . Page 6 

FLORIDA CITRUS COMMISSION: 

Florida Citrus Fruit Page 7 

GENERAL FOODS CORPORATION: 

See also Laundry Soaps) 
Grape Nuts. Sanka, 
Minute Tapioca, 
Diamond Crystal Salt, 
Maxwell House Coffee, 
Post Toasties, 

Swansdown Pages 7, 8 

Walter Baker's Chocolate & Cocoa Page 14 

GENERAL MILLS, INC.: 

WTieaties, Gold Medal Flour . . Page 8 

IRONIZED YEAST CO., INC.: 

Ironized Yeast Page 9 



KNOX GELATINE COMPANY 

Knox Sparkling Gelatine 



Page 15 



LEVER BROTHERS COMPANY: 

(See also Drugs; Laundry Soaps) 

Spry Page 10 

PET MILK SALES CORPORATION: 

Pet Irradiated Milk Page 11 

I 

PLANTERS NUT & CHOCOLATE COMPANY: 

Planters Salted Peanuts, 

Planters Peanut Oil Page 15 

THE PROCTER & GAMBLE COMPANY: 

'See also Toilet Goods; Laundry Soaps) 

Crisco Page 12 



• LAUNDRY SOAPS & ACCESSORIES 

COLGATE-PALMOLIVE-PEET COMPANY : 

(See also Toilet Goods) 

Concentrated Super Suds, 

Octagon Products. Crystal White . Page 6 

GENERAL FOODS CORPORATION: 

(See also Foods) 

La France, Satina Page 8 

LEVER BROTHERS COMPANY: 

(See also Drugs; Foods) 

Rinso Pages 9, 10 

PACIFIC COAST BORAX CO.: 

20 Mule Team Borax and 

Borax Flakes, Boraxo .... Page 10 

THE PROCTER & GAMBLE COMPANY: 

(See also Toilet Goods; Foods) 

Ivorv. Oxvdol. Chipso, Duz . Pages 11, 12 

• LUBRICANTS 

AMERICAN OIL COMPANY: 

Amoco-Gas, Orange American Gas Page 3 

GENERAL PETROLEUM CORP. OF CALIFORNIA : 

Mobilgas, Mobiloil Page 14 

GULF OIL CORPORATION: 

Motor Oil and Gas Page 8 

SEASIDE OIL COMPANY: 

Seaside Ethyl Gasoline and 

Silverol Motor Oil Page 15 

UNION OIL COMPANY: 

Gas and Oil Page 15 

• MISCELLANEOUS 

COMMERCIAL CREDIT COMPANY: 

Automobile Finance Service . . Page 6 
EVERSHARP, INC.: 

Eversharp Pens and Pencils . . Page 7 

GALLENKAMP STORES COMPANY: 

Shoes Page 14 

INTERNATIONAL SILVER COMPANY: 

International Sterling and 

1847 Rogers Bros. Silverplate . . Page 9 

NATIONAL LEAD COMPANY: 

Products Page 14 

PROVINCE OF ONTARIO: 

Travel Service Page 10 

PRUDENTIAL INSURANCE COMPANY 

OF AMERICA : 
Insurance Services Page 12 

SOIL OFF MANUFACTURING CO.: 

Cleaning Fluid Page 15 

TEXAS COMPANY: 

U.S. Defense Stamps and Bonds . Page 13 

WILMINGTON TRANSPORTATION COMPANY: 

Santa Catalina Island .... Page 15 



All time listed on the following pages is current New York time unless otherwise indicated. 



CLIENT AND PROGRAM 



P 



AFFILIATED PRODUCTS, INC. 

(439th Week on CBS) 

The Romance of Helen Trent 

Serial drama 



TIME PRODUCT AND AGE 



Ion. thru Fri. 
12:30-12:45 p.m. 
43 CBS stations 

ORIGINATES: WBBM 



T 



Edna Wallace Hopper 
Cosmetics, Kolynos 
Blackett-Sam pie- 
Hummert, Inc. 



AMERICAN OIL COMPANY 

il54th Week on CBS) 

The Human Side of the News 
by Edwin C. Hill 



Mon. thru Fri. 

6:00-6:10 p.m. 

(Beginning July 28: 

Mon., Wed., Fri.) 

Rebroadcast 

1 1:00-1 1:10 p.m. 

50 CBS stations 

ORIGINATES: WABC 



Amoco-Gas 

Orange American Gas 

The Joseph Katz 

Company 



AMERICAN TOBACCO COMPANY 

(270th Week on CBS) 

Your Hit Parade 

Mark Warnow's Orchestra, 
Barry Wood, Louise King, 
Hit Paraders Chorus 



Saturday 
9:00-9:45 p.m. 
Rebroadcast 
12 mid.-12 :45 a.m. 
106 CBS stations 

.ORIGINATES: WABC 



Lucky Strike Cigarettes 
Lord & Thomas 



ANACIN COMPANY 

(221st Week on CBS) 

Our Gal, Sunday 



Mon. thru Fri. 
12:45-1 :00 p.m. 
51 CBS stations 

ORIGINATES: WABC 



Anacin 



Blackett-Sample- 
H ummert. Inc. 



ARMOUR & CO. 

(21st Week on CBS) 

Treat Time 

with Buddy Clark 



Wayne King and His Orchestra 

Music 




Mon., Wed., Fri. 
11:00-11 :15 a.m. 
51 CBS stations 

iRIGINATES: WBBM 



Saturday 
7:30-8:00 p.m. 
35 CBS stations 

ORIGINATES: WBBM 



Treet 

Lord & Thomas 




Luxor Products 
Lord & Thomas 



BAYER COMPANY 

(301st Week on CBS) 

Second Husband 

with Helen Menken, presented 
by the Famous Actors' Guild 



Tuesday 
7:30-8:00 p.m. 
75 CBS stations 

ORIGINATES: WABC 




Bayer Aspirin 

Blackett-Sam pie- 
Hummert, Inc. 



BOWEY'S, INC. 

(UOth Week on CBS) 

Stars Over Hollywood 

Original drama with Knox 
Manning, MC, and guest stars 



Saturday 
12:30-1 :00 p.m. 
Rebroadcast 
1:30-2 :00 p.m. 
45 CBS stations 
originates: knx 




Dari-Rich Products 
Sorensen & Company 



BROWN & WILLIAMSON TOBACCO 
CORPORATION 

(145th Week on CBS) 

Paul Sullivan Reviews 
the News 



Men. thru Thurs 
6:30-6:45 p.m. 
Rebroadcast 
12 mid.-12:15 a.m. 
1 .00-1 :15 a.m. 
33 CBS stations 

ORIGINATES: WHAS 



Raleigh Cigarettes 

Batten, Barton, Durstine ] 
& Osborn, Inc. 




CALIFORNIA FRUIT GROWERS 
EXCHANGE 

(113th Week on CBS) 



Sunkist Presents Hedda 
Hopper's Hollywood 



Men., Wed., Fri. 
6:15-6:30 p.m. 
41 CBS stations 
originates: knx 



Sunkist Oranges 
Sunkist Lemons 
Lord & Thomas 



mm^ mm 



CAMPANA SALES COMPANY 

168th Week on CBS) 

First Nighter 

with Barbara Luddy and 

Les Tremayne 

Drama 



Tuesday 
8:30-8:55 p.m. 
53 CBS stations 
originates: wbbm 




Campana Hand Cream, 
Italian Balm, Dreskin, 
Coolies, D.D.D., Old South 
Toiletries 

Aubrey, Moore & i 

Wallace, Inc. 



:ampbell soup company 

343rd Week on CBS) 

Amos 'n' Andy 

Serial comedy-drama 

Martha Wehster 

Dramatic serial 




Mon. thru Fri. 
7:00-7:15 p.m. 
Rebroadcast 
11:00-11 :15 p.m. 
61 CBS stations 
iginates: knx 



Campbell's Soups 
Ward Wheelock 
^^VKt Company 



Mon. thru Fri. 
11:15-11:30 a.m. 
Rebroadcast 
3:00-3:15 p.m. 
56 CBS stations 
originates : wabc 



CLIENT AND PROG 




Continued 

You're The Expert 

with Fred Uttal, MC, and guests 
Forum 

Lanny Ross 

Songs 




Mon. thru Fri. 
2:30-2:45 p.m. 
37 CBS stations 

ORIGINATES: KNX 



Mon. thru. Fri. 
7:15-7:30 p.m. 
Rebroadcast 
11:15-11 :30 p.m. 
58 CBS stations 
( Mon. and Wed. 
57 CBS stations) 

iRIGINATES: WABC 




Campbell's Soups 
Ward Wheelock 
Company 



Franco-American 
Macaroni and Spaghetti 
Ruthrauff & Ryan, Iru 




CHESEBROUGH MANUFACTURING 
COMPANY, CONSOLIDATED 

(139th Week on CBS) 

Dr. Christian 

with Jean Hersholt 



Wednesday 
8:30-8:55 p.m 
Rebroadcast 
11:30-11 :55 p.m. 
65 CBS stations 

ORIGINATES: KNX 



Vaseline Preparations 
McCann-Erickson, Iiu 




CHRYSLER CORPORATION 

(278th Week on CBS) 

Major Bowe8-Morton Gould 



Thursday 
9:00-10:00 p.m. 
85 CBS stations 

ORIGINATES: WABC 



Plymouth, Dodge, 
DeSoto, Chrysler 

Ruthrauff & Ryan, In- 



Hour 



^jjjjj^lllH^ 



4ii 



COCA-COLA COMPANY 

(98th Week on CBS) 

Pause That Refreshes 
On the Air 

with Andre Kostelanetz and his 
45-piece orchestra, Albert Spalding,- 
and guest soloists 



Sunday 

8:00-8:30 p.m. 
105 CBS stations 

ORIGINATES: WABC 



Coca-Cola 

D'Arcy Advertising 
Company, Inc. 




COLGATE-PALMOLIVE-PEET 
COMPANY 

(286th Week on CBS) 

Colgate Spotlight 

with Ed East, Charles Hathaway 
and his orchestra and guests 
Variety 



Saturday 
8:00-8:30 p.m. 
Rebroadcast 
11:00-11 :30 p.m. 
69 CBS stations 

ORIGINATES: WABC 



Colgate Dental Cream 
Ted Bates, Inc. 



ENT AND PROGRA 



COLGATE-PALMOLIVE-PEET 
COMPANY 

Continued 

City Desk 

Drama 



Woman of Courage 
Serial drama 



'RODUCT AND AGEN 




Myrl and Marge 

Serial drama 




Stepmother 

Serial drama 




Elmer Davis 

News 



Saturday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11:55 p.m. 
69 CBS stations 
originates: wabc 



Mon. thru Fri. 
10:45-11:00 a.m. 
Rebroadcast 
4:30-4:45 p.m. 
64 CBS stations 

ORIGINATES : WABC 



Mon. thru Fri. 
10:15-10:30 a.m. 
Rebroadcast 
4:15^:30 p.m. 
83 CBS stations 
originates: wabc 

Mon. thru Fri. 
10:30-10:45 a.m. 
Rebroadcast 
4:45-5:00 p.m. 
49 CBS stations 

ORIGINATES: WBBM 

Tues. thru Sun. 
8:55-9:00 p.m. 
91 CBS stations 

ORIGINATES: WABC 



mmmmmmmmmmmm 

Palmolive Shave Cream 
Falmolive Brushless Shave 
Ted Bates, Inc. 



1 



Octagon Products 

Ted Bates, Inc. 
Crystal White 

Sherman & Marquette, 

Inc. 

New Concentrated Super 
Suds 

Super Suds 

Sherman & Marquette, 
Inc. 

Colgate Tooth Powder 
Sherman & Marquette, 
Inc. 



Palmolive Soap 
Ward Wheelock 
Company 



COMMERCIAL CREDIT COMPANY 

'67th Week on CBS) 

Bob Trout 

News 




Mon., Wed., Fri. 
6:10-6:15 p.m. 
Rebroadcast 
11:10-11:15 p.m. 
Mon., Wed., Sat. 
11:55-12 mid. 
64 CBS stations 

ORIGINATES : WABC 



Automobile Finance 

Service 

O'Dea, Sheldon & 
Canaday, Inc. 



CONTINENTAL BAKING CO., INC. 

339th Week on CBS) 

Your Marriage Club 

with Haven MacQuarrie 
Quiz 




Thursday 
7:30-3:00 p.m. 
Rebroadcast 
11:30-12 mid. 
48 CBS stations 

ORIGINATES: ON TOtTR 



Wonder Bread, 
Hostess Cake 
Ted Bates, Inc. 




I 



CLIENT AND PROGRAM 



CURTISS CANDY COMPANY 

i40th Week on CBS) 

News 

with Jackson Wheeler 



TIME PRODUCT AND AGE 



1^ 




11:00-11:05 a.m. 
41 CBS stations 
originates: wabc 



C. L. Miller Company 



DOUBLEMINT GUM 

i472nd Week on CBS) 

Melody Ranch 

with Gene Autry 
Western dramatic series 



Sunday 

6:30-6:55 p.m. 
69 CBS stations 



ORIGINATES: KNX 



Doublemint Gum 
/. Walter Thompson 
Company 



EVERSHARP, INC. 

(92nd Week on CBS) 

Take It or Leave It 

with Bob Hawk, MC, David Ross^ 

Quiz 



Sunday 

10:00-10:30 p.m. 
60 CBS stations 
originates: wabc 



Eversharp Pens and Pent 
The Blow Company 




FLORIDA CITRUS COMMISSION 

(71st Week on CBS) 

Mary Margaret McBride 

Talks 

(Ends July 4) 



Mon. thru Fri. 
3:00-3:15 p.m. 
25 CBS stations 
(Tues. and Thurs. 
20 CBS stations) 
originates: wabc 



Florida Citrus Fruit 
Arthur Kudner, Inc. 




FORD MOTOR COMPANY 

(377th Week on CBS) 

Ford Summer Hour 

Ford Symphony and Rhythm 
Orchestras and Chorus, 
guest conductors and soloists 
With Talks by Linton Wells 



Sunday 

9:00-10:00 p.m. 
57 CBS stations 



originates: wjr 




Ford motor cars, trucks | 
and tractors , 
Mercury 
Lincoln 

McCann-Erickson, /fu' 



GENERAL FOODS CORPORATION 

(319th Week on CBS) 

We, the People 

with Burgess Meredith 
Real-life experiences 

Claudia and David 

with Patricia Ryan 
and Richard KoUmar 



Tuesday 
9:00-9:30 p.m. 
Rebroadcast 
12 mid.-12:30 a.m 
80 CBS stations 
originates : WAi 

Friday 

8:00-8:30 p.m. 
Rebroadcast 
12 mid.-12:30 a.m. 
88 CBS stations 
originates : wabc 



Sanka 

Young & Rubicam, In 



Grape Nuts 

Young & Rubicam, In 




PROGRAM 



ODUCT AND AGENCi 



1 



;eneral foods corporation 

'ontinued 

Kate Smith Speaks; News 

Talks and news 

Joyce Jordan, Girl Interne 

I Serial drama 



Young Dr. Malone 

Serial drama 



Kate Hopkins 

Serial drama 



m 



Mon. thru Fri. 
12:00-12:15 p.m. 
80 CBS stations 
originates: kate 
smith's camp, 
lake placid 

Mon. thru Fri. 
2:15-2:30 p.m. 
Rebroadcast 
6:30-6:45 p.m. 
73 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
2:00-2:15 p.m. 
Rebroadcast 
7:15-7:30 p.m. 
85 CBS stations 

ORIGINATES : WABC 

Mon. thru Fri. 
2:45-3:00 p.m. 
51 CBS stations 
originates: wabc 



Swansdown Cake Flour 
Calumet 

Young & Ruhicam, Inc. 
Diamond Crystal Salt 

Benton & Bowles, Inc. 

La France 
Satina 

Minute Tapioca 
Postum 

Young & Rubicam, Inc. 

Post Toasties 

Benton & Bowles, Inc. 



Maxwell House Coffee 
Benton & Bowles, Inc. 



;eneral mills, inc. 

371st Week on CBS) 

By Kathleen Norris 

Dramatization of her novels 



Hymns of All Churches 

with Joe Emerson 



Betty Crocker 

Homemaker program 



Mon. thru Fri. 
10:00-10:15 a.m. 
31 CBS stations 
originates: wabc 



Mon., Tues., Thurs. 
9:45-10:00 a.m. 
Rebroadcast 
5:15-5:30 p.m. 
35 CBS stations 

ORIGINATES: WBBM 



Wed., Fri. 
9:45-10:00 a.m. 

Rebroadcast 
5:15-5:30 p.m. 
35 CBS stations 
originates: wbbm 



Wheaties 

Knox Reeves 
Advertising, Inc. 



Gold Medal Flour 
Blackett-Sample- 
Hummert, Inc. 




;ULF OIL CORPORATION 

mth Week on CBS) 

World News Tonight 

News 



Sunday 

7:30-8:00 p.m. 
79 CBS stations 
originates: wabc 



Motor Oil and Gas 

Young & Rubicam, Inc. 



CLIENT AND PROGRAM 



INTERNATIONAL SILVER COMPANY 

(173rd Week on CBS) 

Silver Theater Summer Show 

with Ed Sullivan, Will Bradley 
and his orchestra, Terry Allen, 
Ray McKinley and others 




Sunday 
6:00-6:30 p.m. 
26 CBS stations 

ORIGINATES: WABC 



nternational sterling ar 

1847 Rogers Bros. 
Silverplate 

Young & Rubicam, In 



IRONIZED YEAST CO., INC. 


Tuesday 


Ironized Yeast 


{97th Week on CBS) 


8:00-8:30 p.m. 


Ruthrauff & Ryan, In 




Rebroadcast 


Court of Missing Heirs 


11:30-12 mid. 






75 CBS stations 




Drama 


jj^jpRICINATES: WABC 




JOHNSON & JOHNSON 


Saturday 


Band-Aid 


(13th Week on CBS) 


11:30-11:45 a.m. 


Young & Rubicam, In 




Rebroadcast 



Voice of Broadway 
with Dorothy Kilgallen J^M^L' 
and guest stars IHHHf 



2:30-2:45 p.m. 
59 CBS stations 

iRICINATES: WABC 



wm 



LADY ESTHER, LTD. 

(395th Week on CBS) 

Guy Lombardo and His 
Orchestra 

Popular music 



Monday 

10:00-10:30 p.m. 
64 CBS stations 

ORIGINATES: WABC 



Face Powder, Face Creai 
Rouge, Lipstick and 
Nail Polish 

Pedlar & Ryan, Inc. | 



LEVER BROTHERS COMPANY 

(309th Week on CBS) 

Lux Radio Theater 

Cecil B. DeMille, director, 
with stars of stage and screen 
Drama 

(Series ends July 7, returning same 
time, September 8) 

Hollywood Premiere 

with Louella Parsons and guest stars 
Drama 

Big Town 

with Edward G. Robinson, Ona 
Munson, Leith Stevens' Orchestra 
Drama 



Monday 

9:00-10:00 p.m. 
66 CBS stations 
30 CBC stations 
originates: knx 



Lux Toilet Soap 

/. Walter Thompson 
Company 




Friday 

9:30-10:00 p.m. 
71 CBS stations 

ORIGINATES: KNX 

Wednesday 
8:00-8:30 p.m. 
53 CBS stations 
30 CBC stations 
originates: wabc 



Lifebuoy Health Soap 
William Esty & 
Company, Inc. 

Rinso 

Ruthrauff & Ryan, In 



9 



LEVER BROTHERS COMPANY 

Continued 

Meet Mister Meek 

Drama 

Big Sister 

with Alice Frost 
Serial drama 



Aunt Jenny's Real Life Stories 

Dramatic sketches 



Wednesday 
7:30-8:00 p.m. 
60 CBS stations 

ORIGINATES: WABC 



Mon. thru Fri. 
11:30-11:45 a.m. 
Rebroadcast 
2:00-2:15 p.m. 
73 CBS stations 
31 CBC stations 

ORIGINATES: WABC 

Mon. thru Fri. 
11:45-12:00 noon 
Rebroadcast 
2:15-2:30 p.m. 
61 CBS stations 

ORIGINATES: WABC 



Lifebuoy Soap 
William Esty & 
Company, Inc. 



Rinso 

Ruthrauff & Ryan, Inc. 



Spry 

Ruthrauff & Ryan, Inc. 



LIGGETT & MYERS TOBACCO 
COMPANY 

f '453rd Week on CBS) 

1 Glenn Miller and His Orchestra 

with Paula Kelly, Ray Eberle, 
and the Modernaires 

Professor Quiz 

with Bob Trout 
Questions and answers 



Tues., Wed., Thurs. 
10:00-10:15 p.m. 

98 CBS stations 

ORIGINATES: WABC 



Tuesday 

10:15-10:45 p.m. 
70 CBS stations 

ORIGINATES: WABC 



Chesterfield Cigarettes 
Newell-Emmett Co., Inc. ] 



Velvet Pipe and Cigarette 
Tobacco 

Newell-Emmett Co., Inc. 



PROVINCE OF ONTARIO 

illth Week on CBS) 

The Ontario Show 

with Luigi Romanelli and his 

orchestra, Sair Lee and Dave Davies 

Variety- 



Sunday 

5:30-6:00 p.m. 

53 CBS stations 

ORIGINATES: TORONTO 



Travel Service 

Walsh Advertising 
Company, Ltd. 



PACIFIC COAST BORAX CO. 

(Begins July 3) 

Death Valley Days 

Drama 



Thursday 
8:00-8:30 p.m. 
Rebroadcast 
12:30-1 :00 a.m. 
57 CBS stations 

ORIGINATES: WABC 



20 Mule Team Borax, 
Boraxo 

20 Mule Team Borax 
Flakes 

McCann-Erickson. Inc. 



CLIENT AND PROGRAM 



TIME PRODUCT AND AGE 



1 



PET MILK SALES CORPOI 

(398ih Week on CBS) 



ATIOP 



Saturday Night Serenade 

Bill Perry, tenor; Bob Trout, 
Gustave Haenschen's Orchestra 
and Chorus and guest stars 



Mary Lee Taylor 

home economist 
Household advice 



Saturday 
9:45-10:15 p.m. 
54 CBS stations 

ORIGINATES: WABC 




'erirradiatec 

Gardner Advertising 
Company 



Tues. and Thurs. 
11:00-11 :15 a.m. 
Rebroadcast 
1:45-2 :00 p.m. 
65 CBS stations 
originates: kmox 



I 




PHILIP MORRIS & COMPANY, LTD, 

{256th Week on CBS) 

Great Moments from 
Great Plays 

Directed by Charles Martin with 
guest stars and Ray Block's 
Orchestra 

Dramas 

The Crime Doctor 

Dramatic programs 



Friday 

9:00-9:30 p.m. 
Rebroadcast 
11:30 p.m. -12 mid. 
84 CBS stations 
originates: wabc 




Sunday 

8:30-8:55 p.m 
Rebroadcast 
11:00-11 :25 p.m. 
64 CBS stations 
originates: wak( 



Philip Morris Cigarettes 
The Biow Company, i, 




THE PROCTER & GAMBLE CO. 

(349th Week on WABC) 

The Story of Mary Marlin 

Serial drama 

The Goldbergs 

Serial drama 



The O'Neills 

Serial drama 



Mon. thru Fri. 
5:00-5:15 p.m. 
17 CBS stations 
originates: wbbm 



Mon. thru Fri. 
5:15-5:30 p.m. 
16 CBS stations 



CBS stations 
originates: wabc 



Mon. thru Fri. 
5:30-5:45 p.m. 
35 CBS stations 
originates: wabc 



Ivory Soap 

Benton & Bowles 



Duz 

Compton Advertising, 
Inc. 

Dreft 

Blackett-Sam pie- 
Hummert, Inc. 

Ivory Soap 

Compton Advertising, 
Inc. 



11 



11 



D PROGRA 



t 



i 



RODUCT AND AGEN 



THE PROCTER & GAMBLE CO. 
Continued 

Life Can Be Beautiful 

Serial drama 

Woman in White 

Serial drama 



Right to Happiness 

Serial drama 



Road of Life 

Serial drama 




Mon. thru Fri. 
1:00-1 :15 p.m. 

50 CBS stations 
originates: wabc 

Mon. thru Fri. 
1:15-1:30 p.m. 

51 CBS stations 
25 CBC stations 
originates: wbbm 

Mon. thru Fri. 
1:30-1 :1S p.m. 
48 CBS stations 
17 CBC stations 
originates: wbhm 

Mon. thru Fri. 
1:45-2:00 p.m. 
25 CBS stations 

ORIGINATES: WBBM 




Ivory Flakes 

Compton Advertising, 
Inc. 

Oxydol 

Blacken -Sam pie- 
Hummert, Inc. 



Crisco 

Compton Advertising, 
Inc. 



Chipso 

Pedlar & Ryan, Inc. 




PRUDENTIAL INSURANCE COMPANY 
OF AMERICA 

KllOth Week on CBS) 

When a Girl Marries 

Serial drama 



Mon. thru Fri. 
12:15-12:30 p.m. 



Insurance Services 

Benton & Bowles, Inc. 




51 CBS stations 

ORIGINATES : WABC 



illL 



R, J. REYNOLDS TOBACCO 
COMPANY 

{426th Week on CBS) 
Blondie 

with Penny Singleton and 
Arthur Lake 
Domestic comedy 



Penthouse Party 

starring Ilka Chase, Yvette and 
Paul Baron's Orchestra 
Variety 




Monday 
7:30-8:00 p.m. 
Rebroadcast 
10:30-11 :00 p.m. 
77 CBS stations 

ORIGINATES: KNX 



Friday 

10:00-10:30 p.m. 
98 CBS stations 

ORIGINATES: WABC 



Camel Cigarettes 

Prince Albert Smoking 

Tobacco 

William Esty & 
Company, Inc. 




SPEARMINT GUM 

illst Week on CBS) 



Dear Mom 

with John Walsh, Dolph Nelson, 
Marvin Mueller and Eloise Kummer 
Drama 



Sunday 

6:55-7:15 p.m. 
69 CBS stations 
originates: wbbm 



Spearmint Gum 

Arthur Meyerhoff & Co. 





12 



CLIENT AND PROGRAM 



TIME PRODUCT AND AGE 




E. R. SQUIBB & SONS 

(52nd Week on CBS) 

Frank Parker in 
Golden Treasury of Song 

M usical 



Mon. thru Fri. 
3:15-3:30 p.m. 
37 CBS stations 
(43 on Wednesday) 
originates: wabc 



Squibb Products 
Geyer, Cornell & 
Newell, Inc. 



TEXAS COMPANY 

(214th Week on CBS) 

Treasury-Hour — 
Millions for Defense 

The Texas Company donates its sum- 
mer period, and America's greatest] 
radio, stage and screen stars their 
talents, in behalf of the sale of U.S. 
Defense Bonds. Earle McGill directd 
the new series, of which Howard Dietz 
is Coordinator-Chairman; music is 
furnished by Al Goodman's"Star The 
atre"orchestra and chorus led by Ra 
Block; and Larry Elliott announces.^ 



Wednesday 
9:00-10:00 p.m. 
88 CBS stations 



ORIGINATES: 
WABC & KNX 



U. S. Defense 
Stamps and Bonds 

Buchanan & Co. 




COLUMBIA 
PACIFIC 
NETWORK 



U. S. TOBACCO COMPANY 

(318th Week on CBS) 

Gay Nineties Revue 

starring Beatrice Kay, 
Joe Howard, MC, Billy M. Greene, 
Florodora Girls, Elm City Four, 
Jenny Lynn 



Monday 

8:30-8:55 p.ii|H|M| 

Rebroadcast 'I^^^F 
11:30-11:55 p.m. 
63 CBS stations 

originates: WABC 



Dill's Best 

i Model Smoking Tobacco ' 
Arthur Kudner, Inc. 




AMERICAN CHICLE COMPANY 

(17th Week on CBS) 

By the Way 

with Bill Henry 



Tues., Fri. 
9:30-9:45 p.m. pst 
originates: knx 



Chiclets & Dentyne 
Badger, Browning 
& Hersey, Inc. 



BATHASWEET CORPORATION 

(91 St Week on CBS) 

Bob Garred Reporting 

News 



Tues., Thurs. 
7:30-7:45 a.m. pst 
originates: knx 



Bathasweet Products 
H. M. Kiesewetter 
Advertising Agency 



COLONIAL DAMES, INC. 

(82nd Week on CBS) 

"Find A Woman" 

with Knox Manning 



Sunday 

7:25-7:30 p.m. pst 
originates: knx 



Cosmetics 

Glasser, Gailey & Co. 



13 



ENT AND PROGRA 



RODUCT AND AGEN 



GALLENKAMP STORES COMPANY 

i7th Week on CBS) 

Here's the Clue 

with Frank Graham 
Commentary 



Thursday 

6:45-6:50 p.m. pst 
Beginning July 11 
Friday 

8:45-9:00 p.m. pst 

ORIGINATES: KNX 




Shoes 

Long Advertising 
Service 



COLUMBIA 

PACIFIC 

NETWORK 



GENERAL FOODS CORPORATION 

(319th Week on CBS) 

The Second Mrs. Burton 

Dramatic serial 


Mon. thru Fri. 
3:00-3:15 p.m. pst 


Walter Baker's j 
Chocolate and Cocoa 
Benton & Bowles, Inc. 


GENERAL PETROLEUM 
CORPORATION OF CALIFORNIA 

(27th Week on CBS) 

I Was There ^|||||||||||||| 


Sunday 

0-00-9 -30 D m PST 

originates: knx 

% 


1 

Mobilgas, Mobiloil j 
Smith & Drum, Inc. , 

m 

It 5 


RICHARD HUDNUT 

(79th Week on CBS) 

Hollywood Showcase 


Tuesday 

8:30-9:00 p.m. pst 

OKHjI IN A 1 11,3 . IV1>A 


Marvelous Cosmetics 
Benton & Bowles, Inc. 


.R LORILLARD COMPANY 

\(266th Week on CBS) 

Don't Be Personal J^^^^ 

1 with Art Baker vHI 
1 Quiz 


. Sunday 

1 8:30-9:00 p.m. PST 

E ORIGINATES: KNX 


Beechnut Cigarettes \ 
Lennen & Mitchell, Inc. 



iLOS ANGELES SOAP COMPANY 
{92nd Week on CBS) 



Knox Manning 



Mon. thru Fri. 
2:00-2:15 p.m. pst 



ORIGINATES: KNX 



White King Soap 
Sierra Pine Soap j^H 
Raymond R. Morgan Co. 



News 



THE MENNEN COMPANY 

'I16th Week on CBS) 

Bob Garred Reporting 

News 



Mon., Wed., Fri. 
7:30-7:45 a.m. pst 

ORIGINATES: KNX 




Mennen Shaving Cream 
H. M. Kiesewetter 
Advertising Agency 




COLUMBIA 
PACIFIC 
NETWORK 

Continued 



PETER PAUL, INC. 

(51st Week on CBS) 



wmm. 



Bob Garred Reporting 

News 



on., Wed., Fri. 
4:45-4:55 p.m. pst 
originates: knx 



Mounds Candy 
Ten Crown Gum 

Brisacher, Davis 

& Staff 



PLANTERS NUT AND 
CHOCOLATE COMPANY 

(39th Week on CBS) 

What's On YourMiml? 



Monday 

8:00-8:30 p.m. pst 
originates: knx 



Planters Salted Peanuts 
Planters Peanut Oil 
Raymond R. Morgan t 



COLUMBIA 
CALIFORNIA 
NETWORK 



SOIL OFF MANUFACTURING 
COMPANY 

(22nd Week on CBS) 

Bob Garred Reporting 'JjH|| 

News 


Thursday 

4:45-4:55 p.m. pst 
Saturday 

7:30-7:45 a.m. PST 

BpRICINATES: KNX 


Cleaning Fluid for 
Walls and Woodwork 

Hilhnan-Shane i 
Advertising Agency, b 1 


THE TAYTON COMPANY 
Jimmie Fidler 

Motion Picture Commentaries ,^||||| 
(Begins July 11) 'IH 


Friday 

8:30-8:45 p.m. pst 

ORIGINATES: KNX 

B 


Tayton Cosmetics 1 
Batten,Barton, DurstU 
& Oshorn, Inc. 


WILMINGTON TRANSPORTATION Mon. thru Fri. 
COMPANY 1 :45-2 :00 p.m. pst 
(8th Week on CBS) originates: knx 

^^^^^ 

Catalina Fun Quiz IIIHhP ^HHi 


Santa Catalina Island, 
Summer Resort 

Artnur Meyer twjj & L 


BREAKFAST CLUB COFFEE, INC. Men., Wed. 
(26th Week on CBS) 9 :45-10 :00 a.m. PST 

originates: knx 

Voice of Friendship ^^^^ ^^^^ 
with Rita Murray '^^^IHi^ HHH 


Breakfast Club Coffee 
Lockwood-Shacklefor 
Advertising Agency 


KNOX GELATINE COMPANY 

(31st Week on CBS) 

mm 

Behind the Headlines 

with Bob Garred IMR 


Tues., Thurs. 
6:50-7:00 p.m. pst 
|k>ricinates: knx 


Knox Sparkling Gelatiw ■ 
Kenyan & Eckhardt,! . 


SEASIDE OIL COMPANY 

(12th Week on CBS) 

Seaside Spelling Bee Liner 


Sunday 

4:30-4:55 p.m. pst 
originates: knx 


Seaside Ethyl Gasoline 1 1 
Silverol Motor Oil 

The McCarty Compar. > 


UNION OIL COMPANY 

(31st Week on CBS) Jtt| 

Nelson Pringle 


Mon. thru Fri. 
||7: 45-8 :00a.m. PST 

PfrORlGINATES: KNX 


Gas and Oil i; 
Lord & Thomas , 



News Analysis 
(Begins July 7) 



15 



i 



ENT AND PROGRA 




PKUUUUI ANU Abt 



AMERICAN CHICLE COMPANY* 

■44th Week on WABC) 
Announcements 



Mon. thru Sat. 

8:00-8:01 :30 a.m. 



Chiclets and Dentyne 

Badger, Browning & 
Hersey, Inc. 



WABC 

SPONSORED 
PROGRAMS 



AMERICAN CIGARETTE & 
CIGAR COMPANY* 

'J9th Week on WABC) 

Modern Design Music 



Mon. thru Sat. 
8:20-8:25 a.m. 



Pall Mall Cigarettes 
Ruthrauff & Ryan, 
Inc. 



6EN MARDEN'S RIVIERA 

bsi Week on WABC) 
Music of Today 



Mon., Wed., Fri 
8:15-8:20 a.m. J 




en Marden's Riviera 
/. R. Kupsick Advertis- 
Agency, Inc. 



H. C. BOHACK COMPANY, INC. 

(Begins July 8) 

Mary Margaret McBride 



Tues., Thurs. 
3:00-3:15 p.m. 



Bohack Stores and 
Bohack Products 
E. M. Freystadt 
Associates, Inc. 



BOOK HOUSE FOR CHILDREN 

i9th Week on WABC) 

Woman's Page of the Air 
with Adelaide Hawley 
Participations 



Mon., Wed., Fri. 
8:45-9:00 a.m. 



Book House 

Presba, Fellers & 
Presba, Inc. 



^H^Hfe ^IhH. Presba, Inc. ^^^H 



THE BORDEN COMPANY* 
(PIONEER DIVISION) 

llth Week on WABC) 

Announcements 



Wed., Fri., Sat. 
6:45-6:46:30 p.m. 



Reid's Ice Cream 

Pedlar & Ryan, Inc. 



BULOVA WATCH COMPANY 

679//! Week on WABC) 

Time Signals 



Sun. thru Sat. 
10 Times Daily 



Bulova Watches 

The Blow Company 



ICHESEBROUGH MANUFACTURING 
COMPANY, CONSOLIDATED* 

(Begins July 71 
Announcements 



DREZMA, INC. 

i >5th Week on WABC) 

Lessons in Loveliness 
with Nell Vinick 



Mon., Tues., Thurs. 
6:45-6:46:30 p.m. 




Tues., Thurs., Sat. 
8:25-8:30 a.m. 



Vaseline Preparations 
McCann-Erickson, Inc. 



"Drezma" Cosmetics 

ine-Thompson Co., 



*lri addition to number of weeks in which the client has used CBS Netwof 




16 



WABC 
SPONSORED 
PROGRAMS 

Continued 




IIMt 


KKUUUUI ANU AlitNl 


FLORIDA CITRUS COMMISSION* 

(Begins July 7) 

Arthur Godfrey 

Participations ^f||||||f| 


Mon. thru Sat. 
7:00-7:15 a.m. 


Florida Citrus Fruit 
Arthur Kudner, Inc. 




KEM LABORATORIES 

(3rd Week on WABC) 

Woman's Page of the Air 

with Adelaide Hawley 

Participations 


Thursday 
8:45-9:00 a.m. 

HHmi 


Kem Liquid Plant Food 
Neff-Rogow, Inc. 




KRUG BAKING COMPANY 

(80th Week on WABC) 

Woman's Page of the Air 

with Adelaide Hawley 

Participations 


Mon. thru Fri. 
8:45-9:00 a.m 

% 


Bakery Products 
u and Coffee 
B Elmer L. Cline 

k 




LEHN & FINK PRODUCTS CORP.* 

(11th Week on WABC) 

Arthur Godfrey 

Participations 
(Series ends July 2) 


Mon., Wed., Fri. 
6:35-7:00 a.m. 


Hind's Honey & Almond 
Cream 

William Esty & 

Company, Inc. 




MARLIN FIREARMS COMPANY 

(32nd Week on WABC) 


Mon. thru Sat. 
7:00-7:15 a.m. 


Marlin Razor Blades 
Craven & Hedrick, In^ 




Arthur Godfrey 

Participations 








McKESSON & ROBBINS, INC.* 

(9th Week WABC) 


Mon., Tues., Wed. 
10:45-11:00 p.m. 


Calox Tooth Powder 
/. D. Tarcher & Co., It 




Evening News 








MELVILLE SHOE COMPANY 

(137th Week on WABC) 

Early Morning News 


Mon. thru Sat. 
7:45-8:00 a.m. 


Thom McAn Shoes 
Neff-Rogow, Inc. 




NOXZEMA CHEMICAL CO., INC.* 

(13th Week on WABC) 


Saturday 
9:45-10:15 p.m. 


Noxzema Products 
Ruthrauff & Ryan, Iiu 




Battle of the Boroughs 

Quiz 






17 


*In addition to number of weeks in ivhich tin 


■ client has used CBS Network facilities. 



\ - 



ENT AND PROGRA 



i 



'EPSI-COLA COMPANY* 

49th R eek on WABC) 



Mon., Wed., Fri. 
8:30-8:45 a.m. 




Pepsi-Cola 

Newell-Emmett, TriF. 



The Missus Goes A-Shopping 

Quiz 



WABC 

SPONSORED 
PROGRAMS 

C.ontin II I'd 



l»ETER PAUL COMPANY* 

'69th Week on WABC) 

! Early Riser's News 



Mon., Wed., Fri. 
6:30-6:35 a.m. 



Mounds 

Platt-Forbes, Inc. 



SELECT THEATRES CORF 

'(43rd Week on WABC) 

Announcement 



Mon., Tues., Wed. 
11:58:50 p.m.- 
12 mid. 



'Hellzapoppin" 
Blaine-Thompson 
Co., Inc. 



4 



IHE SHALER COMPANY 

:3rd Week on WABC) 

Arthur Godfrey 

Participations 
(Starts July 18) 



Mon. thru Sat. 
6:35-7:00 a.m. 



Rislone Motor Tune-up 
Kirkgasser-Dreiv 
Advertising Agency 



WARD BAKING COMPANY 

9th Week on WABC) 

i Arthur Godfrey 

! Participations 



Mon. thru Sat. 
7:00-7:15 a.m. 



Ward's Tip Top Bread 
Sherman K. Ellis 
& Co., Inc. 



WARNER BROTHERS 
PICTURES, INC.* 

; {2nd Week on WABC) 
! 

Arthur Godfrey 

Participations 
(Ends July 5) 



Mon. thru Sai. 
7:00-7:15 a.m. 



'Sergeant York" 

/. Walter Thompson 



WEST DISINFECTING COMPANY 

'12th Week on WABC) 

It Takes a Woman 

with Frances Scott 



Mon., Wed., Fri. 
8:25-8:30 a.m. 



CN 



Moser & Cotins, Inc. 



R. C. W ILLIAMS & CO., INC. 

\4th Week on WABC) 

Arthur Godfrey 



Mon., Wed., Fri. 
7:30-7:45 a.m. 



Royal Scarlet Coffee 
Alley & Richards Co. 



In. addition to number of weeks in which the client has used CBS Network facilities. 



18 



CBS SUSTAIIIIfi PROGRAMS 



are chosen because they are timely, exciting, and balanced. These 
three standards of selection produce a diverse, flexible program 
schedule, carefully designed to win and retain the interest of mil- 
lions of listeners. To maintain its flexibility— to continue to present 
the most highly contemporary and most stimulating sustaining pro- 
grams on the air— Columbia finds it necessary in the course of the 
month to alter some details in the following schedule. These day- 
to-day and even hour-to-hour changes are reported, when possible, 
in local newspaper radio listings. 

For your convenience, the Columbia sustaining programs listed 
on the following pages are grouped in these ten classifications: 



1. NEWS BROADCASTS Page 20 

2. NATIONAL DEFENSE . Page 21 

3. VARIETY PROGRAMS Page 21 

4. DRAMATIC SERIES . Page 22 

5. SERIOUS MUSIC Page 23 

6. EDUCATIONAL PROGRAMS Page 24 

7. CHILDREN'S PROGRAMS Page 25 

8. RELIGIOUS BROADCASTS Page 26 

9. PERSONALITIES Page 26 

10. LIGHT MUSIC Page 27 

CBS SHORT WAVE BROADCASTS Page 28 

ADDENDA: june programs Page 29 



jews Summaries, Analyses 
nd Broadcasts from Europe 

CHEDULED PERIODS 
lONDAY THRU SUNDAY 



leadlines and Bylines 
1:00-11 :15 p.m. 

\CH SUNDAY 



I 





Columbia's staff of air reporters in European 
capitals, in New York, and in Washington cover 
the second world war according to a regular 
pattern of summaries, analyses, and news 
broadcasts from Europe. In addition to this 
daily schedule, CBS is prepared at any time to 
bring its audience immediate reports of signifi- 
cant unexpected events. The schedule is sup- 
plemented and sharpened by frequent addresses 
by public figures, historians, and political or 
military experts. The schedule: 
News Broadcasts : Edward R. Murrow, Charles 
Collingwood, Larry Lesueur from London; 
Harry W. Flannery and Howard K. Smith from 
Berlin; Charles Barbe from Rome; Cecil 
Brown with the British Forces in Syria; 
Edward Chorlian from Cairo ; Winston Burdett 
and Farnsworth Fowle from Ankara; Herbert 
Clark from Buenos Aires; W. R. Wills 
from Tokyo; William Dunn in the Far East; 
Elmer Davis, Bob Trout, Linton Wells, Major 
G. F. Eliot, William L. Shirer, Spencer 
Wlliams from New York ; Albert Warner, Eric 
Sevareid, John Charles Daly from Washing- 
ton: 8:00-8:15 a.m., SUNDAY THRU SATUR- 
DAY; 6:45-7:00 p.m., Monday thru Satur- 
day; 9:00-9:15 a.m., Sunday thru Saturday; 
10:45-11:00 p.m., Monday thru Saturday. 
News Summaries: 6:30, 9:00 a.m., 3:55 p.m., 
12:55 a.m., Monday thru Saturday; 11:00 
a.m., 2:30 p.m., 12:55 a.m., SUNDAY. 
A'e7<;5 Analyses: Linton Wells, 12:00-12:05 
a.m., MONDAY thru SATURDAY; Elmer Davis, 
8:55-9:00 p.m., Sunday, 6:30-6:45 p.m., 
SATURDAY; Paul Sullivan, 6:30-6:45 p.m., 
FRIDAY. (See also sponsored news programs.) 



In lliis Sunday evening period of news analy- 
sis, Major George Fielding Eliot stresses 
t the military aspects of war in Europe, Albert 
Warner describes the Washington scene, and 
Bob Trout analyzes the week's news generally. 



NEWS 

BROADCASTS 



20 



NATIONAL 
DEFENSE 



21 



VARIETY 



i 



PROGRAM AND Ti 



Ik.. 



Report to the Nation 

, 8:00-8:30 p.m. 

I EACH MONDAY 




Proudly We Hail 
8:30-8:55 p.m. 

EACH FRIDAY 



Spirit of '41 
4:30-5:00 p.m. 

EACH SUNDAY 




Calling Pan-America 
4:00-4:30 p.m. 

EACH SATURDAY 




The People's Platform 

7:00-7:30 p.m. 

EACH SATURDAY 



You Decide 
1:30-2 :00 p.m. 

EACH SUNDAY 
BEGINNING JULY 13 



Gold If You Find It 

10:30-11:00 a.m. 

EACH SATURDAY 




I This informal, factual series brings the Amer 
ican people a report each week on the insidt 
workings of their government. Each prograir 

f describes the government's operation in t 
problem or event rich in public interest. The 
series is produced by Brewster Morgan. 



I 



The stories of our progress in defense produc 
I tion are dramatically told week by week by { 
cast of entertainment celebrities and govern 
ment experts. Brewster Morgan directs, Roj 
Bargy conducts. 




Broadcast in the interest of national defense 
this new series singles out each week a unit o 
the Army, Navy or Marines and, in dramatit 
form, traces its history and development 
Brewster Morgan directs the program whicl 
is written by Willis Cooper. The narrator i 
Burgess Meredith. 




The Columbia Broadcasting System takes an 
other step toward bringing the Americas close 
together through radio. Heard throughout th 
western hemisphere, this new series originate' 
in a different capital each week, "calls" a dil 
ferent nation to the microphone with a vivi 
radio-picture of its daily life and culture. 




Lyman Bryson entertains four Americans a 
dinner and draws them into an extempor? 
neous discussion of current problems and a| 
informal exchange of ideas. 



Crucial democratic issues in the early lives f 
celebrities are dramatized, and a panel c 
youngsters discusses the decision that shoul 
have been made. The celebrity then appears i 
person and tells why he decided as he did. 



From coast to coast Columbia's listeners tak 
part in a unique treasure hunt. James Flemin 
is master of ceremonies on this unusual pr( 
gram which was originated by Ray Harvey. 



4 



Forecast 
):00-10 :00 p.m. 
ZACH MONDAY 
3EGINNINC JULY 14 
I 




southern Cruise 
':30-8 :00 p.m. 

;ACH FRIDAY 
.iEGINNING JULY 11 



tiatinee at Meadowbrook 

.:00-5 :55 p.m. 



:ACH SATURDAY 



^lolumbia Workshop 
!.0:30-ll:00 p.m. 

:ACH SUNDAY 



VARIETY 



For the second summer, CBS presents "Fore- 
cast," annual eight-week series of new pro- 
grams based on unusual, exciting radio ideas. 
Following the brilliant pattern set in 1940, 
each broadcast represents a sample of an en- 
tire radio series. The brightest names of stage 
and screen are starred in the programs, which 
originate from New York and Hollywood. 

JULY 14: "The Thousands and One Nights," 
starring Marlene Dietrich, with a distinguished 
supporting cast, and a large orchestra under 
the direction of Wilbur Hatch. 

JULY 21: From New York: "51 East 51," an 
ingenious musical show "with comedy and 
vice versa," starring Kay Thompson and fea- 
turing several famous musical personalities. 
From Hollywood: Mischa Auer in a new 
comedy. 

JULY 28: "Song Without End," a dramatic, 
imaginative treatment of the lives of great com- 
posers, with guest stars playing the composers 
and famous virtuosi performing their music. 



I 



Frances Langford and Dick Powell are the 
singing leads in this unusual story placed 
aboard a mythical American liner making calls 
in the various ports of the Pan American 
nations. The new series is broadcast in the 
United States and short waved to Latin America. 




Jackson Wheeler is Jive Master, Helen Lewis 
in charge of adding confusion, in this new 
series from Meadowbrook, popular New Jersey 
resort. Top-notch bands appear on the pro- 
gram, which Perry Lafferty produces. 



The Columbia Workshop remains the foremost 
program on the air devoted to experimental 
broadcasting. Starting with the first broadcast 
in May, Norman Corwin returned as author- 
director in an ambitious, original series called 
"26 by Corwin." 



DRAMATIC 
SERIES 



22 



PROGRAM AND 



DRAMATIC 
SERIES 

('(inlin lU'd 



SERIOUS 
MUSIC 



"Young Ideas 

5:00-5:30 p.m 

EACH SUNDAY 




i 



The youthful employes of Columbia s Holly- 
wood station KNX direct, cast and perform in 
this new series, a direct outgrowth of the KNX 
Junior Workshop. 



The Life of Riley 

11:05-11:30 a.m. 
EACH SATURDAY 



Famous stage and screen actor Lionel Stander, 
supported by a talented cast, stars in a new 
comedy-drama. The series is directed by 
Leonardo Bercovici, and written by Mr. 
Bercovici and Bob Sloan. 



Columbia Broadcasting 
Symphony 
3:00-4:00 p.m. 
EACH SUNDAY 



Brilliant conductor Howard Barlow brings 
back the Columbia Broadcasting Symphony 
for its sixth series of annual summer concerts/ 
For July the program includes: 
JULY 6: Rossini: Overture to "William Tell": 
Tschaikowsky: Waltz from Serenade in E 
Minor; Dvorak: New World Symphony. 

Y 13: Mozart: Overture to "Marriage o\ 
Figaro"; Schubert: Entr'acte and Ballet Music 
from "Rosamunde"; Richard Strauss: Eir 
Heldenleben. 

JULY 20: Bizet: "Patrie" dramatic overture: 
Entr'actes and Bohemian Dance from "'Car 
jl men"; Mendelssohn: Italian Symphony. 
JULY 27: Mozart: Symphony in G Minor: 
Meredith Willson: San Juan Bautista fron 
Symphony No. 2, "Missions of Southern Cali 
fornia." Liszt: Les Preludes. 




Columbia Concert Orchestra 

4:30-5:00 p.m. 

MONDAY, THURSDAY, FRIDAY 

9:30-10:00 p.m. 

EACH FRIDAY 

7:30-8:00 p.m. 

EACH SATURDAY 




The Columbia Concert schedule includes sev 
eral half-hour broadcasts of symphonic rausii 
each week. The orchestra is directed in tun 
by CBS conductors Howard Barlow, Victo: 
Bay and Bernard Herrmann. 



Lewisohn Stadium Concerts 

9:30-10:00 p.m. 

(8:30-10:30 p.m. WCBX only) 

EACH TUESDAY 



23 



r 



From Lewisohn Stadium Columbia brings th'' 
famous concerts to its audiences in Latii 
America as well as the United States. For th 
Latin American listeners the programs ar ' 
announced in Spanish and Portuguese altci 
nately each week. 



PROGRAM AND Tl 



lolumbia Concert Hall 

I :00-3:55p.ni. 
UtURDAY, JULY 19 



i 



SCRIPTIO 



fera Brodsky 
30-3:55 p.m. 

ACH SATURDAY 



dorian String Quartet 

:00-3 :30 p.m. 

ACH SATURDAY 



'rom the Organ Loft 

15-9:45 a.m. 

ACH SUNDAY 



:bs adult 
:ducation board 



nvitation to Learning 

:0O-2:30 p.m. 

ACH SUNDAY 




The Columbia Concert Hall, presenting the 
Dorian String Quartet, with Vera Brodsky at 
the piano, offer Villa-Lobos String Quartet 
No. 3 and Dvorak's Quintet for Piano and 
String, Opus 81, in A Major. 




Famed concert pianist Vera Brodsky comes 
back to Columbia with a wide repertoire of 
piano music both modern and ancient. 
JULY 5: All-Spanish program. 
JULY 12: A\l-Brahms program: Capriccios 
and Intermezzi. 



The Dorian String Quartet returns with a 
series of contemporary chamber works of 
America and Europe, bringing before the 
microphone Alexander Cores and Harry 
Friedman, violins, David Mankovitz, viola 
and Bernard Greenhouse, cello. 
JULY 12: Gounod: Third Quartet. 



Famous organist Julius Mattfeld brings back 
Columbia's well known series of organ recitals 
with a vast new repertory. 




"Invitation to Learning" and "The People's 
Platform" are presentations of the Department 
of Education, arranged with the counsel of 
Columbia's Adult Education Board. Members 
of the Board, representative of the nation's 
leading educators and publicists, are : 

LYMAN BRYSON, chairman henry r. luce 



STRINCFELLOW BARR 
WaLIAM BENTON 
HARRY WOODBURN CHASE 
ROBERT I. GANNON, S.J. 
ALVIN S. JOHNSON 



SPENCER MILLER, JR. 
RUTH BRYAN ROHDE 
THOMAS v. SMITH 
WILLIAM ALLEN WHITE 
RAY LYMAN WILBUR 



JOSEPH H. WILLITS 



This series invites listeners to read or re-read 
the world's great books discussed by Hunting- 
ton Cairns, Allen Tate and Mark Van Doren. 




SERIOUS 
MUSIC 



EDUCATIONAL 
PROGRAMS 



J 



24 



EDUCATIONAL 
PROGRAMS 

Continued 



25 



CHILDREN'S 
PROGRAMS 



Children Also Are People 
3:45-3:55 p.m. 

EACH WEDNESDAY 



CBS presents a new series of broadcasts b 
child experts and various celebrities to shoi 
if parents that children are people, too. 



iirtl 



Columbia's Country Journal 

; 12:00-12:30 p.m. 

EACH SATURDAY 'lUfUjllll 




Charles Stookey, Columbia's director of agr: 
cultural programs, presents a weekly rounc 
up of farm news, and interviews distinguishe 
' agricultural authorities and leaders. 


Highways to Health 
. 4:15-4:30 p.m. 

; EACH FRIDAY 


Dr. lago Galdston of the New York Academ 
of Medicine arranges these instructive talk 
on health for laymen. 


f Exploring Space 
3:45-3:55 p.m. 

EACH FRIDAY 


This series tells — in an interesting, dramatj 
manner— the stories of the planets and coi 
stellations. i 


Columbia's Lecture Hall 

3 :45— 3 :55 p.m. ^^^^^ 

EACH MONDAY iHHB 


Columbia's listeners hear lectures and discus 
sions on Latin American affairs by variou 
1 authorities in the field. 


America in Transition 
\ 3:45-3:55 p.m. 

EACH TUESDAY 


This new series features interviews on thai 
work of artists, scientists and technologists b f 

Tr^Vin Allen Wr.lf 

jonn /\iien won. i 


Adventures in Science 
3 :45-3 :55 p.m. 

EACH THURSDAY 


Watson Davis interviews prominent scientisti 
on these CBS programs, planned in conjiuu 
tion with Science Service, Inc. 



Of Men and Books 
2:30-3:00 p.m. 

EACH SATURDAY 




Professor John T. Frederick of the Medil 
School of Journalism, Northwestern Univei 
f sity, discusses recently published books an 
brings their authors to the CBS microphont 



Let's Pretend 
1:00-1:30 p.m. 

EACH SATURDAY 





This series, which dramatizes the world 
greatest fairy tales, has won more awards thf 
any other children's program. Directed 1 
Nile Mack and presented by a cast of chii 
actors, "Let's Pretend" has in 1940 won tl 
Radio Daily Award as the best children's pr 
gram on the air, the Scripps-Howard natioi 
wide poll of radio editors, and the Women 
National Radio Committee Award. 



1 



hurch of the Air 

b:00-10:30 a.m. 
00-1 :30 p.m. 

!/lCH SUNDAY 





^ings Over Jordan 

0:30-11:00 a.m. 

ACH SUNDAY 






rhe Old Dirt-Dobber 

':30-10:00 a.m. 
:ACH SATURDAY 



The Church of the Air is presenting its eighth 
consecutive year of Sunday morning and after- 
noon religious broadcasts. In July: 
JULY 6: Morning: Lt. Col. Frederick Percy 
Houghton, Chaplain, 28th Division, U. S. A., 
Indiantown Gap, Pennsylvania. 
Afternoon: Mr. Harold B. Lee, Quorum of the 
Twelve Apostles, Church of Jesus Christ of 
Latter-Day Saints, Salt Lake City, Utah. 
JULY 13: Morning: Dr. William R. Pankey, 
Second Baptist Church, St. Louis, Missouri. 
Afternoon: Roman Catholic Service. 
JULY 20: Morning: Dr. N. C. Carlsen, Presi- 
dent, United Danish Evangelical Lutheran 
Church in America, Blair, Nebraska. 
Afternoon: Dr. Frank F. Bunker, Christian 
Science Committee on Publication for the Dis- 

t of Columbia, Washington, D. C. 
JULY 27: Morning: Methodist Service. 
Afternoon: Rev. Bryan J. McEntegart, Presi- 
dent, National Conference of Catholic Chari- 
ties, Catholic Charities Diocese of N. Y. 




This program of religious talks and spirituals 
is presented by outstanding Negro leaders and 
educators and a choir of thirty-five voices. 
JULY 6: Willa B. Brown, Oaklawn, 111. Coordi- 
nator Civil Pilot Training, Coffey Flying Ser- 
vice, Harlem Airport. 
JULY 13: To be announced. 
JULY 20: Dr. J. I. Drake, President, State 
Agricultural and Mechanical Institute, 
Normal, Alabama. 

JULY 27: Mary L. Williams, President, Amer- 
ican Teachers Association, Charleston, W. Va. 



Tom Williams, horticultural expert of WLAC 
in Nashville, "the old dirt-dobber," answers 
queries about trees, plants, birds and insects. 



)utdoor8 with Bob Edge 
• : 15-6: 30 p.m. 

;ACH THURSDAY 



Bob Edge, CBS hunting and fishing expert, 
recounts anecdotes and furnishes useful infor- 
mation to sporting enthusiasts. 



RELIGIOUS 
BROADCASTS 



PERSONALITIES 



26 



PERSONALITIES 

Continued 



LIGHT MUSIC 



27 



GRAM AND Tl 



ESCRI 




Juan Arvizu 

10:30-10:45 p.m. 
MONDAY, TUESDAY, WEDNESDAY 



uan Arvizu, singing idol of Latin America, 
presented by CBS with a Tipica Orcheahj 
under the direction of Ernesto Arcos. 



What's New At The Zoo? 

11:30 a.m.-12:00 noon 

EACH SUNDAY 



The vivid and humorous stories of the diffe 
ent animal personalities at the Bronx Zoo ai 
brought to the CBS audience in this uniqi 
new Sunday series by John Reed King. 



SPEBSQSA 
8:30-8:55 p.m. 

EACH THURSDAY 



Bright new CBS summer feature is "The Soi 
iety for the Preservation and Encouragemei 
of Barber Shop Quartette Singing in Ame 
ica," boasting such members as ex-Postmaste 
General James A. Farley, the Mayor of Ne 
York, and the Governors of New Mexici 
Texas, Wyoming, Arkansas. 



In 



Golden Gate Quartet, 

Four Clubmen, Symphonettes 



These harmony groups are featured on tl 
Columbia Network through the week. Eac' 



VARIOUS HOURS 


group has a distinctive vocal style and is 




CBS favorite. 


CBS Vocalists ^jm^ni 


The Columbia Network schedule of vocal pr 


VARIOUS HOURS ^^^1^' 


grams includes many young singers of ppp> 


MONDAY THRU SATURDAY 


lar songs in many styles and interpretation 




Among the current vocalists are : 


; 


Juan Arvizu Bob Hannon 




Burl Ives 



Dance Orchestra 

VARIOUS HOURS 
MONDAY THRU SUNDAY 




America's leading dance bands provide a fu 
schedule of current hits and old favorites t 
Columbia listeners each evening. These to 
ranking bands are scheduled for July: 



Charles Barnett 
Les Brown 
Sonny Dunham 
Goodman 
arl Hoff 



Dick Jergens 
Johnny Long 
Michael Loring 
Vaughan Monroe 
Alvino Rey 



Charles Spivak 







S SHORT WAVE 
OADCAST SCHEDULE 
O EUROPE AND 
UTH AMERICA 



Columbia's schedule of programs to Europe 
and South America, over short wave stations 
WCBX (New York) and WCAB (Philadelphia), 
consists of broadcasts designed exclusively for 
European and South American listeners. 



-v/e Broadcasts 
n English) 

:30-ll:45 a.m., 1 :30-l :45, 
45-6:00. 6:30-6:4.5 p.m. 

ONDAY THRU FRIDAY 
Italian,German,French,Polish) 
:00 noon-lp.m., 4 :30-5 :30p.m. 

n Serbo-Croat) 

30-5:45 p.m. 

NDAY THRU SATURDAY 

noon-1 p.m.. 5-6 p.m.. SUNDAY 



Columbia transmits daily news programs to 
Europe in English, as well as in French, Ger- 
man, Italian and Polish. Sources for the news 
broadcasts are similar to those available to the 
network's regular reporters and analysts. A 
feature of the summaries is a review of New 
York Stock Exchange noon and closing prices. 



SPECIAL CBS 
BROADCASTS 
TO EUROPE 



ollywood News 
NDAY, 2:45-3 :00 p.m. 
URSDAY, 7:45-8:00 p.m. 
NDAY, 7:45-8:00 p.m. 



ws in Spanish 

:00-10:05 p.m. 

ONDAY THRU SUNDAY 

45-7:00 p.m. 

DAY THRU FRIDAY 

00-7:15 p.m., sat. (WCBX) 
:30-12 :45 p.m., ?. ;30-2 :45 p.m. 
45^:00 p.m. 

OND.AY THRU FRIDAY ( \^ CAB) 



In collaboration with Will Hays' office, Colum- 
bia presents news of Hollywood once each 
week in English, Portuguese, and Spanish re- 
spectively. 



World-wide news events are broadcast Mon- 
day through Friday by Alberto Zalamea, well- 
known journalist and native of Colombia, 
(WCBX). Monday through Friday by Adriano 
A. Rubio (WCAB). 



SPECIAL CBS 
BROADCASTS 
TO SOUTH 
AMERICA 



'Vfs of Latin America 
Spanish 

00-8:15 p.m. 

NDAY. WEDNESDAY. FRIDAY 



~W8 in Portuguese 

15-7:30 p.m., daily 



armen Castelo's Broadway 
alumn in Spanish 

;iDAY, 7:30-7:45 p.m. 



ultural News in Spanish 
00-9:15 p.m. 

XH FRIDAY 



Mr. Roberto Unanue tells the Latin American 
republics the news about their own Latin 
American neighbors. 



Luis Correa and Luis Jatoba, native Brazilian 
journalists, report the news each day. 



The latest news of the theater, motion pictures, 
fashions and personalities of Broadway is re- 
ported in Spanish by Carmen Castelo. 



^^^H§ cial 

1. 



Jose Santos Quijano is heard each Friday in 
a quarter-hour digest of cultural news of spe- 
1 interest to South American listeners. 



28 



ADDENDA: 



JUNE PROGRAMS 



Columbia's Special Feature broadcasts are arranged on a week t 
week, sometimes day to day, and even, on occasion, hour to hoL, 
basis. One result of this flexibility and timeliness is the followini 
partial list of June programs which were arranged too late f( 
inclusion in the last month's issue of the Columbia program booi 



PUBLIC AFFAIRS 

JUNE 3: John G. Winant, United States 
Ambassador to the Court of St. James's, and 
Ernest Bevin, British Minister of Labor, de- 
scribed the part that is played by the social 
welfare agencies when a nation is at war, 
9:30-9:45 p.m. 

JUNE 5: Secretary of the Treasury Henry 
Morgenthau, Jr., delivered an address over 
the CBS network on "One Month of Defense 
Bonds Sales," 10:45-11 :00 p.m. 

JUNE 8: Lord Woolton, British Minister 
of Food, told the American audience of the 
difficulties confronting England in its ef- 
forts to keep its military forces and civilian 
populace supplied with food, 5:15-5 :30 p.m. 

JUNE 8: Robert E. Sherwood, famed play- 
wright, discussed the problem of maintain- 
ing civilian morale in the national emer- 
gency recently proclaimed by President 
Roosevelt, 7:15-7:30 p.m. 

JUNE 8: Concluding a ten-day speaking 
tour through the northeastern section of the 
country, Senator Claude Pepper of Florida, 
member of the Senate's Foreign Relations 
Committee, delivered an address to Colum- 
bia's network listeners under the auspices 
of the Committee to Defend America by Aid- 
ing the Allies, 11 :15-11 :30 p.m. 







JUNE 9: Women's role in the United State 
vast national defense set-up was analyzed q 
Mrs. Henry Morgenthau, Jr., wife of the Se i 
retary of the Treasury, 4:15-4:30 p.m. 

JUNE 10: William S. Knudsen, director(i 
the Office of Production Managemenj 
Assistant Secretary of War Robert Patterso: 
and high ranking military officials joined ij 
a report to CBS listeners on conditions ( 
the nation's arsenals, 10:30-11 :00 p.m. 

JUNE 11: Mile. Eve Curie, celebrate 
author who lost her French citizenshi 
through a recent decree of the Petain go - 
ernment, spoke in behalf of United Stati 
Defense Savings Bonds, 4:45-5:00 p.m. 



JUNE 21 : Senator Gerald R Nye, Republ 
can of North Dakota, spoke on "Americ; 
and the War," 8 :30-8 :55 p.m. P 

JUNE 21 : Neutral Ireland's role in theW; 
was explained by General Frank Aiken, Mi | 
ister for Defense for Eire, in a talk over tl 
CBS network, 10:15-10:30 p.m. I 

JUNE 22: The merits of United States D, 
fense Bonds in larger denominations f< 
heavy investors was discussed by two e 
perts, Theodore Goldsmith, Washingtc^ 
financial reporter, and Lindsay Bradfor 
president of the City Bank Farmers Tru 
Co.. New York, 7:15-7:30 p.m. 



29 



JUNE 22: Nationally-known newspaper 
columnist Dorothy Thompson delivered an 
ddress on freedom and democracy, speak- 
ing under auspices of the Ring of Freedom 
"orporation, 2:35-3:00 p.m. 

JUNE 24: Daniel Tobin, president of the 
nternational Brotherhood of Teamsters', 
Chauffeurs' and Warehousemen's Union 
CIO) analyzed labor's support of the de- 
fense program, 10:15-10:30 p.m. 

JUNE 28: Colonel William J. Donovan, in 
italk on "Our Spiritual Defense," discussed 
;he methods used by Hitler to bring disunity 
in countries abroad, 8:30-8:45 p.m. 

JUNE 28: Columbia's network listeners 
leard six national figures in a roundtable 
liscussion of Defense Savings Bonds: Vice- 
President Henry A. Wallace; Representa- 
ive Sam Rayburn, Democrat of Texas, and 
speaker of the House ; Senator Arthur Cap- 
per, Republican of Kansas and member of the 
senate FinanC'e Committee; Representative 
ohn W. McCormack, Democrat of Massa- 
;husetts, and the House Majority Leader; 
senator Scott Lucas, Democrat of Illinois, 
md Representative Fred L. Crawford, 
"lepublican of Michigan, 10:15-10:45 p.m. 

JUNE 28: Senator Claude Pepper, Demo- 
crat of Florida, spoke in answer to isolation- 
st views and replied to the stand recently 
aken by Senator Gerald P. Nye, Republican 
f North Dakota, in an earlier talk over 
:olumbia, 6:00-6:30 p.m. 

iPECIAL EVENTS 

JUNE 4: Admiral Harold R. Stark, Chief 
»f Naval Operations, Major General H. H. 
\.rnold. Chief of the Army Air Corps, and 
lobert A. Lovett, Assistant Secretary of War, 
poke to Columbia's network listeners in 
connection with the annual convention of 
he National Aeronautic Association, 
1:30-11 :45 p.m. 



JUNE 6: Harry Nash, golf editor of the 
Newark Evening News, and Jimmy Dolan, of 
CBS's sports staff, summarized for Colum- 
bia's audience the first two days of the 45th 
annual national open golf championship in 
Fort Worth, Texas, 7 :45-8 :00 p.m. 

JUNE 7: Summaries and highlights of the 
final plays of the open golf championship 
in Fort Worth were given over Columbia by 
Harry Nash and CBS sports reporter Jimmy 
Dolan, 4:30-4:45 p.m., 7:45-8:00 p.m. 

JUNE 7: Veteran sports columnist Bill 
Corum and CBS ace sports reporter Ted 
Husing gave preview and eye-witness ac- 
counts of the Belmont Stakes, 4 :45-5 :00 p.m. 

JUNE 11: A dramatic program with prom- 
inent American writers and actors partici- 
pating, scheduled under auspices of the 
United China Relief Fund to stimulate their 
campaign in this country, was heard by 
Columbia's listeners, 10:15-10:30 p.m. 

JUNE 14: Columbia's listeners heard ten 
American children talk to their fathers, sta- 
tioned in London on naval duty, by means 
of a two-way trans-Atlantic broadcast car- 
ried over the CBS network as a Navy 
Fathers' Day program, 2:35-3:00 p.m. 

JUNE 14: Assisted by Jimmy Dolan, Ted 
Husing gave Columbia's listeners an excit- 
ing, eye-witness description of the Astoria, 
run for a purse of S5,000 over a course of 
five and a half furlongs, 4:30-4:45 p.m. 

JUNE 14: Prime Minister Mitchell F Hep- 
burn of Ontario, and Harry F Kelly, Secre- 
tary of State of Michigan, spoke on the St. 
Lawrence seaway, project strongly urged by 
President Roosevelt, 4:45-5:00 p.m. 

JUNE 17: Representative Bernard J. Gehr- 
man, Progressive of Wisconsin, was heard 
over the Columbia network in a talk on the 
St. Lawrence project, 10:15-10:30 p.m. 



30 



JUNE 21 : The Dwyer, open to three-year- 
olds and run over a mile and a quarter 
course, was described for Columbia's listen- 
ers by Ted Husing, assisted by Jimmy Dolan, 
4:30-4:45 p.m. 

JUNE 22: Speaking from London, Janet 
Murrow, director of "Bundles for Britain" 
in the British capital and wife of CBS's chief 
of staff in Europe, described how clothing 
gathered in America is given to bombed-out 
civilians in England, 5:15-5:30 p.m. 

JUNE 25: William J. Gottlieb, president of 
the Automobile Club of New York, Inc., told 
the CBS audience "How Motorists Can 
Avoid 'Gasless Sundays'," 4:15-4:30 p.m. 

JUNE 25: Physical fitness as a keystone in 
the building of national defense was the sub- 
ject of an informal roundtable discussion 
over the Columbia network in connection 
with the 45th convention of the American 
Osteopathic Association, 4:45-5:00 p.m. 

JUNE 26: Pope Pius XII spoke over the 
Columbia network in an address to the Ninth 
National Eucharistic Congress in St. Paul 
and Minneapolis, 2:00-2:15 p.m. 

JUNE 28: Columbia's audience heard Wil- 
liam L. Shirer, CBS news analyst, receive 
the National Headliners Club Award, 6:30- 
6:45 p.m. 



JUNE 28: From Pascagoula, Mississippi, 
the CBS network audience heard Reai 
Admiral Emory S. Land, U.S.N., Retired, 
speak at the launching of the S.S. African 
Comet, 1 :20-l :30 p.m. | 

JUNE 28: CBS sports reporter Ted Husing. i 
assisted by Jimmy Dolan, brought Colum- 
bia's coast-to-coast listeners a vivid descrip-: 
tion of the Brooklyn Handicap, 4:30^:45 
p.m. I 

JUNE 29: The senior national A.A.U 
track and field championships at Franklir 
Field, Philadelphia, were covered foi 
Columbia's coast-to-coast listeners by CBS 
sports reporter Ted Husing, assisted b); 
Jimmy Dolan, 3 :00-4 :00 p.m. \ 

JUNE 29: As part of the U.S.O. drive foi 
funds to be used for recreational facilities 
for the American armed forces, film stars in 
Hollywood participated in a special pro 
gram over CBS, 11 :30 p.m.-12:30 a.m. 

JUNE 30: Distinguished Latin Americar 
educators, guests of the Columbia Broadcast 
ing System at a reception and luncheon, par 
ticipated in a network broadcast in whicl 
they presented their views on the Unitec 
States' policies, 4:15-4:30 p.m. ! 



31 



THE COLUMBIA BROADCASTING SYSTEM 



Sales and administrative offices: 485 Madison Avenue, New York • 182 Tremont Street. Boston 
410 North Michigan Avenue, Qiicago • 902 Fisher Building, Detroit • Mart Building 
St. Louis • 625 Second Avenue, South, Minneapolis • Wilder Building. Charlotte, North 
Carolina • Earle Building, Washington • Columbia Square. Hollywood • Palace Hotel, 
San Francisco • 84 Hallam Street, W. 1, London • Cable address, Columbia, New York 



CBS PROGRAM BOOK • AUGUSTJ94I 



mmM BROADCASTING COMPANY. Inc. 

GENERAL LIBRARY 
80 HOCHEfELLER PLAZA, NEW YORK, N. Y. 

THE mmn 

PROGRAM ROOK 

CBS SPONSORED PROGRAMS: pp. 3 to 16 
WABC SPONSORED PROGRAMS: pp. 16 to 18 
CBS SUSTAINING PROGRAMS: pp. 19 to 28 

Published monthly for advertising executives by 
THE COLUMBIA BROADCASTING SYSTEM 
485 Madison Avenue, New York City, N. Y. 



COLUMBU lETWORR CLIEITS 



« AUTOMOTIVE 

CHRYSLER CORPORATION: 

Plymouth, Dodge, DeSoto, 

Chrysler motor cars Page 5 

FORD MOTOR COMPANY : 

Ford cars, trucks, tractors. Mercury, 
Lincoln Page 7 

( CIGARETTES & TOBACCO 

AMERICAN TOBACCO COMPANY: 

Lucky Strike Cigarettes .... Page 3 

BROWN & WILLIAMSON TOBACCO CORP.: 
Raleigh Cigarettes Page 4 

LIGGETT & MYERS TOBACCO COMPANY: 

Chesterfield Cigarettes, 

Velvet Cigarette and Pipe Tobacco Page 10 

P. LORILLARD COMPANY: 

Beechnut Cigarettes Page 14 

PHILIP MORRIS & COMPANY, LTD.: 

Philip Morris Cigarettes .... Page 11 

R. J. REYNOLDS TOBACCO COMPANY: 
Camel Cigarettes, 

Prince Albert Smoking Tobacco . Page 12 
U. S. TOBACCO COMPANY: 

Dill's Best, Model Tobacco . . . Page 13 
CONFECTIONERY 

AMERICAN CHICLE COMPANY : 

Chiclets & Dentyne Page 13 

CURTISS CANDY COMPANY: 

Candy Page 7 

DOUBLEMINT GUM: 

Doublemint Gum Page 7 

PETER PAUL, INC.: 

Mounds Candy, Ten Crown Gum . Page 15 

SPEARMINT GUM : 

Spearmint Gum Page 12 

< DRUGS & TOILET GOODS 

AFFILIATED PRODUCTS, INC.: 

Edna Wallace Hopper Cosmetics, 

Kolynos Page 3 

ANACIN COMPANY: 

Anacin Page 3 



BATHASWEET CORPORATION : 

Bathasweet Products Page 13 

BAYER COMPANY: 
Bayer Aspirin Page 3j 

CAMPANA SALES COMPANY: 

Campana Hand Cream, 
Italian Balm, Dreskin, Coolies, 
D.D.D., Old South Toiletries . . Page 4 



CHESEBROUGH MANUFACTURING COMPANY: 



Vaseline Preparations 



Page 



COLGATE-PALMOLIVE-PEET COMPANY 

(See also Laundry Soaps} 
Colgate Dental Cream, 
Palmolive Shave Cream, 
Palmolive Brushless Shave, 
Palmolive Soap, 
Colgate Tooth Powder . 



Pages 5, ( 



COLONIAL DAMES, INC. : 
Cosmetics Page 1^ 



EMERSON DRUG CO.: 
Bromo-Seltzer . 



Page 



RICHARD HUDNUT: j 

Marvelous Cosmetics Page 1'- 

IRONIZED YEAST CO., INC. : j 

Ironized Yeast Page !l 

I 

JOHNSON & JOHNSON: 

Band-Aid Page 'j 

LADY ESTHER LTD,: 

Face Powder, Face Cream, 

Rouge, Lipstick and Nail Polish . Page ', 

LEVER BROTHERS COMPANY: , 

(See also Foods; Laundry Soaps) 
Lifebuoy Health Soap . 



m 
ki 

to- 

ikl 

m 
m 

Islft 

m 

M 

kt] 

'm 



Pages 9, 1 



LOS ANGELES SOAP COMPANY: 
White King Soap, 

Sierra Pine Soap Page 1 

LUXOR LTD.: 

Luxor Products Pagel^ 

THE MENNEN COMPANY: 

Mennen Shaving Cream .... Page 1 

THE PROCTER & GAMBLE COMPANY: 

(See also Laundry Soaps; Foods) j 
Ivory Soap Page II 

E. R. SQUIBB & sons: 

Squibb Products Page 1 



THE TAYTON COMPANY: 

fayton Cosmetics Page 15 

ICK CHEMICAL CO.: 
ucks VapoRub, 

t icks Va-tro-iiol Page 13 

FOODS & BEVERAGES 

IRMOUR & CO.: 

fleet Page 3 

iOWEY's, INC.: 

)ari-Rich Products Page 4 

iREAKFAST CLUB COFFEE, INC.: 

-offee Page 15 

:alifornia fruit growers exchange: 
iunkist Oranges, Lemons . . . Page 4 

;ampbell soup company: 
"ampbell's Soups, 

leans, and Tomato Juice . . . Pages 4, 5 

>anco-American Macaroni 

nd Spaghetti Page 5 

:OCA-COLA COMPANY: 

'oca-Cola Page 5 



;ONTINENTAL BAKING COMPANY, INC.: 



Aonder Bread, Hostess Cake 



. Page 



ENERAL foods CORPORATION: 

ve also Laundry Soaps) 
irape Nuts, Postuni, 
dinute Tapioca, 
)iamond Crystal Salt, 
ilaxwell House Coffee, 
'est Toasties, 

nvansdown. Calumet . . . Pages 7, 8 
Walter Baker s Chocolate & Cocoa Page 14 

;eneral mills, inc.: 

\ heaties, Gold Medal Flour, 

iisquick Page 8 

:nox gelatine company: 
[nox Sparkling Gelatine 

ever brothers company: 

See also Drugs; Laundry Soaps) 

pry 



Page 16 



Page 10 



ET MILK SALES CORPORATION: 

*et Irradiated Milk Page 11 

•LANTERS NUT & CHOCOLATE COMPANY: 
'lanters Salted Peanuts, 
lanters Peanut Oil Page 15 

HE PROCTER & GAMBLE COMPANY: 

See also Toilet Goods; Laundry Soaps) 

i-risco Page 12 



LAUNDRY SOAPS & ACCESSORIES 

COLGATE-PALMOLIVE-PEET COMPANY : 

(See also Toilet Goods) 

Concentrated Super Suds, 

Octagon Products, Crystal White . Page 6 

GENERAL FOODS CORPORATION: 

l'5ee also Foods) 

La France. Satina Page 8 

LEVER BROTHERS COMPANY: 

(See also Drugs; Foods) 

Rinso Pages 9, 10 

PACIFIC COAST BORAX CO.: 

20 Mule Team Borax and 

Borax Flakes, Boraxo .... Page 10 

THE PROCTER & GAMBLE COMPANY: 

(See also Toilet Goods; Foods) 
Ivory, Oxydol, Chipso, Duz, 
Dreft 



Pages 11, 12 



LUBRICANTS 



AMERICAN OIL COiMPANY: 

Amoco-Gas, Orange American Gas Page 3 

GENERAL PETROLEUM CORP. OF CALIFORNIA: 

Mobilgas, Mobiloil Page 14 

GULF OIL CORPORATION: 

Motor Oil and Gas Page 8 

SEASIDE OIL COiMPANY: 

Seaside Ethyl Gasoline and 

Silverol Motor Oil Page 16 

UNION OIL COMPANY: 

Gas and Oil Page 16 

MISCELLANEOUS 

COMMERCIAL CREDIT COMPANY: 

Automobile Finance Service . . Page 6 
EVERSHARP, INC.: 

Eversharp Pens and Pencils . . Page 7 
GALLENKAMP STORES COMPANY: 

Shoes Page 14 

INTERNATIONAL SILVER COMPANY: 

International Sterling and 

1847 Rogers Bros. Silverplate . . Page 9 

NATIONAL LEAD COMPANY: 

Products Page 15 

PRUDENTIAL INSURANCE COMPANY 
OF AMERICA: 

Insurance Services Page 12 

SOIL OFF MANUFACTURING CO.: 

Cleaning Fluid Page 15 

TEXAS COMPANY: 

LL S. Defense Stamps and Bonds . Page 13 



til time listed on the following pages is current New York time unless otherwise indicated. 



I AFFILIATED PRODUCTS, INC. 

I (443rd Week on CBS) 

The Romance of Helen Trent 

Serial drama 



Mon. thru Fri. 
12:30-12:45 p.m. 
36 CBS stations 
originates: wbbm 



Edna Wallace Hopper 
Cosmetics, Kolynos 
Blackett-Sample- 
Hummert, Inc. 



AMERICAN OIL COMPANY 

{158th Week on CBS) 

The Human Side of the News 
by Edwin C. Hill 



Mon., Wed., Fri. 
6:00-6:10 p.m. 
Rebroadcast 
11:00-11 :10 p.m. 
50 CBS stations 
originates: wabc 



Amoco-Gas 

Orange American Gas 

The Joseph Katz 

Company 



AMERICAN TOBACCO COMPANY 

{274th Week on CBS) 

Your Hit Parade 

Mark Warnow's Orchestra, 
Barry Wood, Louise King, 
Hit Paraders Chorus 



Saturday 
9:00-9:45 p.m. 
Rebroadcast 
12 mid.-12 :45 a.m. 
107 CBS stations 
originates: wabc 



Lucky Strike Cigarettes' 
Lord & Thomas 



ANACIN COMPANY 

{225th Week on CBS) 

Our Gal, Sunday 



Mon. thru Fri. 
12:45-1:00 p.m. 
50 CBS stations 
originates: wabc 



Anacin 



Blackett-Sam pie- 
Hummert, Inc. 



ARMOUR & CO. 

{25th Week on CBS) 

Treat Time 

with Buddy Clark 



Mon., Wed., Fri. 
11:00-11 :15 a.m. 
50 CBS stations 

ORIGINATES: WBBM 



Treet 

Lord & Thomas 



BAYER COMPANY 

(305th Week on CBS) 

Second Husband 

with Helen Menken, presented 
by the Famous Actors' Guild 



Tuesday 



7:30-8:00 p.m. 
75 CBS stations 

ORIGINATES: WABC 



Bayer Aspirin 
Blackett-Sam pie- 
Hummert, Inc. 



3 



k 



mWEY'S, INC. 

l]4tli Week on CBS) 

Stars Over Hollywood 

Original drama with Knox 
Manning. MC. and guest star? 



Saturday 
12:30-1:00 p.m. 
Rebroadcast 
1:30-2 :00 p.m. 
45 CBS stations 
originates: knx 



Dari-Rith Products 
Sorensen & Company 



;K0WN & WILLIAMSON TOBACCO 
ORPORATION 

^ 49th Week on CBS) 

Paul Sullivan Reviews 
the News 



Mon. thru Tliurs. 
6:30-6:45 p.m. 

Rebroadcast 
12 niid.-12 :15 a.m. 
1:00-1:15 a.m. 
32 CBS stations 
originates: whas 



Raleigh Cigarettes 

Batten. Barton. Durstine 
& Osborn. Inc. 



\LIFORNIA FRUIT GROWERS 
XCHANGE 

17th Week on CBS) 

Sunkist Presents Hedda 
Hopper's Hollywood 



Mon., Wed.. Fri. 
6:15-6:30 p.in. 
40 CBS stations 

ORIGINATES: KNX 



Sunkist Oranges 
Sunkist Leinons 
Lord & Tliornas 



AMPANA SALES COMPANY 

72nd Week on CBS) 

First iN'ighter 

with Barbara Luddy and 

Les Tremayne 

Drama 



Tuesday 
8:30-8:55 p.m. 
51 CBS stations 

ORIGINATES: WBBM 



Campana Hand Cream. 
Italian Balm. Dreskin. 
Coolies. D.D.D.. Old South 
Toiletries 

Aubrey, Moore & 

Wallace. Inc. 



\MPBELL SOIP COMPANY 

47th Week on CBS) 

Amos 'n' Andy 

Serial comedy-drama 



Mon. thru Fri. 
7:00-7:15 p.m. 
Rebroadcast 
11:00-11:15 p.m. 
60 CBS stations 

ORIGINATES: KNX 



Campbell s Soups 
Ward Wlieelock 
Company 



The Man I Married 

Dramatic serial 



Mon. thru Fri. 
11:15-11 :30 a.m. 
Rebroadcast 
3:00-3:15 p.m. 
56 CBS stations 

ORIGINATES: WABC 



Cainpbell's Soups. 
Tomato Juice, 
Beans 

Ward Wlieelock 

Company 



I 













CAMPBELL SOUP COMPANY 

Continued 

1 Fletcher Wiley 

i Talks 

m 


Mon. thru Fri. 
2:30-2:45 p.m. 
35 CBS stations 

ORIGINATES: KNX 


Campbell's Tomato Juice 
Ward Wlieelock 
Company 

-••j » 




Lanny Ross 

Songs 


Mon. thru Fri. 
7:15-7:30 p.m. 
Rebroadcast 
11:15-11 :30 p.m. 
57 CBS stations 
(Mon. and Wed. 
56 CBS stations) 
originates: wabc 


Franco-American . ^ 
Macaroni and Spaghetti 1 

Ruthrauff & Ryan, In>\ 

) 

1 * 




CHESEBROUGH MANUFACTURING 
COMPANY, CONSOLIDATED 

; (143rd Week on CBS) 

I Dr. Christian 

1 with Jean Hersholt 


Wednesday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-1 1:55 p.m. 
64 CBS stations 
originates: knx 


■" ^ 

Vaseline Preparations 

1 

McCann-Erickson, In 

■ ,i 

1 * 

. i a 

li 




r 

CHRYSLER CORPORATION 

(282nd Week on CBS) 

\ Major Bowes-Morton Gould 
Hour 


Thursday 
9:00-10:00 p.m. 
84 CBS stations 

ORIGINATES: WABC 


Plymouth, Dodge, 
DeSoto, Chrysler 

Ruthrauff & Ryan, hi 

1 m 

\ k 

i 




COCA-COLA COMPANY 

, (102nd Week on CBS) 

Pause That Refreshes 
On the Air 

with Andre Kostelanetz and his 
i 45-piece orchestra, Albert Spalding, 
' and guest soloists 


Sunday 

8:00-8:30 p.m. 
114 CBS stations 

ORIGINATES: WABC 


Coca-Cola "~ 
D' A rcy Advertising ' «| 
Company, Inc. y 

i u 




COLGATE-PALMOLIVE-PEET 
COMPANY 

(290th Week on CBS) 

Guy Lomhardo and 
His Orchestra 

Popular Music 


Saturday 
8:00-8:30 p. m. 
Rebroadcast 
11:00-11 :30 p.m. 
70 CBS stations 

ORIGINATES: WABC 


Colgate Dental Cream ' 
Ted Bates, Inc. ' 

j 1 

; 1 
i 




■i 







COLGATE-PALMOLIVE-PEET 
COMPANY 

'".ontinued 

City Desk 

Drama 

Woman of Courage 

Serial drama 



Myrt and Marge 

Serial drama 



Stepmother 

Serial drama 



Saturday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11:55 p.m. 
68 CBS stations 
originates: wabc 



Mon. thru Fri. 
10:45-11:00 a.m. 
Rebroadcast 
3:45^ :00 p.m. 
61 CBS stations 
originates: wabc 



Mon. thru Fri. 
10:15-10:30 a.m. 
Rebroadcast 
4:15^:30 p.m. 
78 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
10:30-10:45 a.m. 

Rebroadcast 
4:45-5 :00 p.m. 
48 CBS stations 

ORIGINATES: WBBM 



Palmolive Shave Cream 
Pahnolive Brushless Shave 
Ted Bales, Inc. 



Octagon Products 

Ted Bales, Inc. 
Crystal White 

Sherman & Marquette, 

Inc. 

Concentrated Super Suds 
Sherman & Marquette, 
Inc. 



Colgate Tooth Powder 
Sherman & Marquette, 
Inc. 



Elmer Davis 

News 



Tues. thru Sun. 
8:55-9:00 p.m. 
90 CBS stations 

ORIGINATES: WABC 



Palmolive Soap 
Ward Wlieelock 
Company 



:OMMERCIAL CREDIT COMPANY 

I71st Week on CBS) 

Bob Trout 

News 



Mon., Wed.. Fri. 
6:10-6:15 p.m. 
Rebroadcast 
11:10-11:15 p.m. 
Mon., Wed., Sat. 
11:55-12 mid. 
62 CBS stations 

ORIGINATES: WABC 



Automobile Finance 

Service 

O'Dea, Sheldon & 
Canaday, Inc. 



pONTINENTAL BAKING CO., 
34Srd Week on CBS) 

Maudie^s Diary 

with Mary Mason 

(Begins August 14, replacing 
Your Marriage Club) 



INC. Thursday 

7:30-8:00 p.m. 

Rebroadcast 
11:30-12:00 mid. 
46 CBS stations 

ORIGINATES: ON TOUR 



Wonder Bread 
Hostess Cake 
Ted Bates. Inc. 



f 

CURTISS CANDY COMPANY 


Sat., Sun. 


Candy 


{44th Week on CBS) 
News 


11:00-11:05 a.m. 
39 CBS stations 

ORIGINATES: WABC 


C. L. Miller Company 


with Jackson Wheeler 






DOUBLEMINT GUM 


Sunday 


Doublemint Gum 


{476th Week on CBS) 


6:30-6:55 p.m. 
71 CBS stations 
originates: knx 


/. Walter Thompson 
Company 


I with Gene Autry 






' Western dramatic series 







EMERSON DRUG COMPANY Monday Bromo-Seltzer 



{66th Week on CBS) 
Vox Pop 

with Parks and Wally 
Quiz 


8:00-8:30 p.m. 
54 CBS stations 

Rebroadcast 

( Begins Sept. 29, with 

addition of 13 CBS 

Stations) 

12 mid.-12:30 a.m. 

ORIGINATES: ON TOUR 


Ruthrauff & Ryan, Im 


EVERSHARP, INC. 


Sunday 


Eversharp Pens and Pane 


(96th Week on CBS) 


10:00-10:30 p.m. 


The Biow Company 




60 CBS stations 


Take It or Leave it 


ORIGINATES: WABC 





with Bob Hawk, MC; David Ross 



FORD MOTOR COMPANY 

(SHlst Week on CBS) 

Ford Summer Hour 

Ford Symphony and Rhythm 
Orchestras and Chorus, 
guest conductors and soloists 
With Talks by Linton Wells 



Sunday 

9:00-10:00 p.m. 
56 CBS stations 

ORIGINATES: WJR 



Ford motor cars, trucks, 
and tractors , 
Mercury ! f 

Lincoln ' 
McCann-Erickson, Im 



GENERAL FOODS CORPORATION 

{323rd Week on CBS) 



We, the People 

with Burgess Meredith 

Real-life experiences 

Claudia and David 

with Patricia Ryan 



and Richard Kollmar 




Tuesday 
9:00-9:30 p.m. 
Rebroadcast 
12 mid.-12:30 a.m. 
79 CBS stations 

ORIGINATES: WABC 



mm. 



Friday 
8:00-8:30 p.m. 
Rebroadcast 
12 mid.-12 :30 a.m. 
87 CBS stations 

ORIGINATES: WABC 



Grape Nuts 

Young & Rubicam, In 



Grape Nuts 

Young & Rubicam, h 



;eneral foods corporation 

ondnued 

Kate Smith Speaks; News 

Talks and news 



Joyce Jordan, Girl Interne 

Serial drama 



Mon. thru Fri. 
12:00-12:15 p.m. 

79 CBS stations 
originates: kate 
smith's camp, 
lake placid 

Mon. thru Fri. 
2:15-2:30 p.m. 
Rebroadcast 
6:30-6:45 p.m. 
72 CBS stations 

ORIGINATES: WABC 



Swansdown Cake Flour 
Calumet 

Young & Rubicam, Inc. 
Diamond Crystal Salt 

Benton & Bowles, Inc. 

La France 
Satina 

Minute Tapioca 
Postum 

Young & Rubicam, Inc. 



Young Dr. Malone 

Serial drama 



Mon. thru Fri. 
2:00-2:15 p.m. 
Rebroadcast 
7:15-7:30 p.m. 
85 CBS stations 

ORIGINATES: WABC 



Post Toasties 

Benton & Bowles, Inc. 



Kate Hopkins 

Serial drama 



Mon. thru Fri. 
2:45-3:00 p.m. 
50 CBS stations 

ORIGINATES: WABC 



Maxwell House Coffee 
Benton & Boivles, Inc. 



EXERAL MILLS, INC. 

\75th Week on CBS) 

By Kathleen Norris 

Dramatization of her novels 



Hymns of All Churches 

with Joe Emerson 



Betty Crocker 

Homemaker program 



Mon. thru Fri. 
10:00-10:15 a.m. 
32 CBS stations 
originates: wabc 



Mon., Tues., Thurs. 
9:45-10:00 a.m. 

Rebroadcast 
5:00-5:15 p.m. 
34 CBS stations 
originates: wbbm 

Wed., Fri. 
9:45-10:00 a.m. 
Rebroadcast 
5:00-5:15 p.m. 
34 CBS stations 
originates: wbbm 



Wheaties 

Knox Reeves 
Advertising, Inc. 



Gold Medal Flour 
Blackett-Sample- 
Hummert, Inc. 



Bisquick 

Blackett-Sample- 
Huinrnert, Inc. 



ULF OIL CORPORATION 

both Week on CBS) 

World News Tonight 

News 



Sunday 

7:30-8:00 p.m. 
79 CBS stations 
originates: wabc 



Motor Oil and Gas 

Young & Rubicam, Inc. 



m 









International Sterling ar 
1847 Rogers Bros. 
Silverplate 

Young & Rubicam, In 


1 




INTERNATIONAL SILVER COMPANY 

{177th Week on CBS) 

Silver Theater Summer Show 

with Ed Sullivan, Will Bradley 
and his orchestra, Terry Allen, 
Ray McKinley and others 


Sunday 

6:00-6:30 p.m. 
26 CBS stations 
originates: wabc 


i 

If 
Si: 




IRONIZED YEAST CO., INC. 

(101st Week on CBS) 

Are You a Missing Heir? 

Drama 


Tuesday 
8:00-8:30 p.m. 
Rebroadcast 
11:30-12 mid. 
74 CBS stations 
originates: wabc 


lionized Yeast 

Ruthrauff & Ryan, In 






JOHNSON & JOHNSON 

(17th Week on CBS) 

L Voice of Broadway 
1 with Dorothy Kilgallen 


Saturday 
11:30-11:45 a.m. 
Rebroadcast 
2:30-2:45 p.m. 
58 CBS stations 
Tuesday 
6:15-6:30 p.m. 
(Begins Aug. 19) 
65 CBS stations 

ORIGINATES: WABC 


Band-Aid 

Young & Rubicam, It. 


- 




LADY ESTHER, LTD. 

(399th Week on CBS) 

Lady Esther Serenade 

with Freddy Martin and His 

Orchestra 

Popular music 


Monday 

10:00-10:30 p.m. 
63 CBS stations 

ORIGINATES: WABC 


Face Powder, Face Crea 
Rouge, Lipstick and 
Nail Polish 

Pedlar & Ryan, Inc. 

i 

j. 


{mi 




LEVER BROTHERS COMPANY 

(313th Week on CBS) 

Hollywood Premiere 

with Louella Parsons and guest stars 
; Drama 


Friday 

9:30-10:00 p.m. 
70 CBS stations 

ORIGINATES: KNX 


Lifebuoy Health Soap ^ 
William Esty & 
Company, Inc. 

1 


Hi 
h 




Grand Central Station 

Drama 

• 


Wednesday 

8:00-8:30 p.m. 

Rebroadcast 

12 mid.-12:30 a.m. 

53 CBS stations 

30 CBC stations 

ORIGINATES: WABC 


Rinse 

Ruthrauff & Ryan, //j 




9 






1 





EVER BROTHERS COMPANY 

ontinued 

Meet Mister Meek 

Drama 

(Series ends after Aug. 20, returns at 
same time, Oct. 8) 

Big Sister 

with Alice Frost 
Serial drama 



Aunt Jenny's Real Life Stories 

Dramatic sketches 



Wednesday 
7:30-8:00 p.m. 
60 CBS stations 
originates: wabc 



Mon. thru Fri. 
11:30-11:45 a.m. 

Rebroadcast 
2:00-2:15 p.m. 
73 CBS stations 
31 CBC stations 
originates: wabc 

Mon. thru Fri. 
11:45-12:00 noon 
Rebroadcast 
2:15-2:30 p.m. 
61 CBS stations 
originates: wabc 



Lifebuoy Health Soap 
William Esty & 
Company, Inc. 



Rinso 

Ruthrauff & Ryan, Inc. 



Spry 

Ruthrauff & Ryan, Inc. 



JGGETT & MYERS TOBACCO 
;OMPANY 

{157th Week on CBS) 



Glenn Miller and His Orchestra 

with Paula Kelly, Ray Eberle, 
and the Modernaires 



Professor Quiz 
with Bob Trout 
Questions and answers 



Tues., Wed., Thurs. 
10:00-10:15 p.m. 
98 CBS stations 

ORIGINATES: WABC 



Thursday 
10:15-10:45 p.m. 
69 CBS stations 

ORIGINATES: WABC 



Chesterfield Cigarettes 
Netvell-Emmett Co.. Inc. 



Velvet Pipe and Cigarette 
Tobacco 

Newell-Emmelt Co., Inc. 



UXOR, LTD. 

hth Week on CBS) 



Wayne King and His Orchestra 

M usic 



Saturday 
7:30-8:00 p.m. 
35 CBS stations 

ORIGINATES: WBBM 



Luxor Products 
Lord & Tliomas 



4CIFIC COAST BORAX CO. 

th Week on CBS) 

Death Valley Days 

Drama 



Thursday 
8:00-8:30 p.m. 
Rebroadcast 
12:30-1 :00 a.m. 
58 CBS stations 

ORIGINATES: WABC 



20 Mule Team Borax, 
Boraxo 

20 Mule Team Borax 
Flakes 

McCann-Erickson, Inc. 



10 















PET MILK SALES CORPORATION 

i402nd Week on CBS) 

Saturday Night Serenade 

Bill Perry, tenor; Jessica 
Dragonette, soprano ; Bob Trout, 
Gustave Haenschen's Orchestra 
and Chorus 


Saturday 
9:45-10:15 p.m. 
54 CBS stations 

ORIGINATES: WABC 


i 

Pet Irradiated Milk 
Gardner Advertising 
Company 

,!l 


■irr 
1 lie 




Mary Lee Taylor 

home economist 
Household advice 


Tues. and Thurs. 
11:00-11 :15 a.m. 

Rebroadcast 
1:45-2 :00 p.m. 
63 CBS stations 

ORIGINATES: KMOX 


1 


» 




PHILIP MORRIS & COMPANY, LTD. 

(260th Week on CBS) 

Great Moments from 
Great Plays 

Directed by Charles Martin with 
guest stars and Ray Block's 
Orchestra 
Dramas 


Friday 

9:00-9:30 p.m. 
Rebroadcast 
11 :30 p.m.-12 mid. 
83 CBS stations 
originates: wabc 


1 

Philip Morris Cigarettes ■ 
The Biotv Company, I. 

I 
1 

1 


h 

inl 
BE 

m 

11 

h 




The Crime Doctor 

Dramaticprograms 


Sunday 

8:30-8:55 p.m. 
Rebroadcast 
11:00-11 :25 p.m. 
62 CBS stations 
originates: wabc 


i 

1 

\ 

1 

1 

1 

1 


.a 
UJ 

m 




THE PROCTER & GAMBLE CO. 

(353rd Week on CBS) 

The Story of Mary Marlin 

f Serial drama 

r The Goldbergs 

Serial drama 


Mon. thru Fri. 
5:00-5:15 p.m. 
17 CBS stations 

ORIGINATES: WBBM 

Mon. thru Fri. 
5:15-5:30 p.m. 
16 CBS stations 


Ivory Snow 

Benton & Boivles ' 

'i 

Duz 

Compton Advertising.- 
Inc. 


j til 
k 

to 

ful 
fen 




mm 

m 


7 CBS stations 

ORIGINATES: WABC 


Dreft 

Blackett-Sample- ^ 
Hummert, Inc. 


[fii 




The O'Neills 

Serial drama 


Mon. thru Fri. 
5:30-5:45 p.m. 
34 CBS stations 

ORIGINATES: WABC 


Ivory Soap 

Compton Advertising, 
Inc. 


lb 

li 

11,. 


11 











PHE PROCTER & GAMBLE CO. Mon. thru Fri. Ivory Flakes 



Continued 
Life Can Be Beautiful 

Serial drama 


1:00-1 :15 p.m. 
48 CBS stations 
originates: wabc 


Compton Advertising, 
Inc. 


Woman in W^hite 

Serial drama 


lVir»n tnrii 
iVXOIl. Llil U 1X1. 

1:15-1 :30 p.m. 
50 CBS stations 
25 CBC stations 

ORIGINATES: WBBM 


1 1 Y vfi r» 1 

Blackett-Sam ple- 
Hummert, Inc. 


Right to Happiness 

Serial drama 


ivion. mru r ri. 
1:30-1 :45 p.m. 
46 CBS stations 
17 CBC stations 

ORIGINATES: WBBM 


v^risco 

Compton Advertising, 
Inc. 


Road oi Lite 

Serial drama 


Mon. thru tn. 
1:45-2 :00 p.m. 
25 CBS stations 

ORIGINATES: WBBM 


Lhipso 

Pedlar & Ryan, Inc. 


RUDENTIAL INSURANCE COMPANY 
>F AMERICA 

11 4th Week on CBS) 

When a Girl Marries 

Serial drama 


Mon. thru Fri. 
12:15-12:30 p.m. 
50 CBS stations 

ORIGINATES: WABC 


Insurance Services 

Benton & Bowles, Inc. 


;. J. REYNOLDS TOBACCO 
:OMPANY 

mth Week on CBS) 
Blondie 

with Penny Singleton and 
Arthur Lake 
Domestic comedy 


Monday 
7:30-8:00 p.m. 
Rebroadcast 
10:30-11 :00 p.m. 
77 CBS stations 

ORIGINATES: KNX 


Camel Cigarettes 
Prince Albert Smoking 
Tobacco 

IPil/iyim Flttv /V* 

Company, Inc. 


Penthouse Party 

starring Ilka Chase, Yvette and 

IdUl DdlOIl b V^ILIlCsLla 

' Variety 


Friday 

10:00-10:30 p.m. 
95 CBS stations 

ORIGINATES: WABC 




' PEARMINT GUM 


Sunday 


Spearmint Gum 



I75th Week on CBS) 6:55-7:15 p.m. Arthur Meyerhoff & Co. 

68 CBS stations 

Dear Mom originates: wbbm 

with John Walsh, Dolph Nelson, ; 

Marvin Mueller and EloiseKummer , 

Drrnna I 



E. R. SQUIBB & SONS 

(56lh Week on CBS) 

Golden Treasury of Song 

with Frank Parker and 
David Ross 
Music and poetry 



Mon. thru Fri. 
3:15-3:30 p.m. 
35 CBS stations 
(41 on Wednesday) 

ORIGINATES: WABC 



Squibb Products 
Geyer, Cornell & 
Newell, Inc. 



COLUMBIA 
PACIFIC 
NETWORK 



TEXAS COMPANY 

(218th Week on CBS) 

Treasury -Hour — 
Millions for Defense 

The Texas Company donates its sum- 
mer period, and America's greatest 
radio, stage and screen stars their 
talents, in behalf of the sale of U. S. 
Defense Bonds. Earle McGill directs 
the new series, of which Howard Dietz 
is Coordinator-Chairman; music is 
furnished by Al Goodman's orches- 
tra, Ray Block's chorus, and Barry 
Wood; Larry Elliott announces. 



Wednesday 
9:00-10:00 p.m. 
85 CBS stations 

ORIGINATES: 
WABC & KNX 



U. S. TOBACCO COMPANY 

(322nd Week on CBS) 

Gay Nineties Revue 

starring Beatrice Kay, 
Joe Howard, MC, Billy M. Greene, 
Florodora Girls, Elm City Four, 
Jenny Lynn 



Monday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11:55 p.m. 
62 CBS stations 

ORIGINATES: WABC 



VICK CHEMICAL COMPANY 

(97th Week on CBS) 

News For Women 
with Andre Baruch 



Mon., Wed., Fri. 
3:00-3:15 p.m. 
14 CBS stations 

ORIGINATES: WABC 



AMERICAN CHICLE COMPANY 

(21st Week on CBS) 

By the Way 

with Bill Henry 



U. S. Defense 
Stamps and Bonds 

Buchanan & Co. 



Dill's Best 

Model Smoking TobaccO( 
Arthur Kudner, Inc. 



Vicks VapoRub 
Vicks Va-tro-nol 

Morse International, 

Inc. 



Tues., Fri. 
9:30-9:45 p.m. PST 

ORIGINATES: KNX 



Chiclets & Dentyne 
Badger, Browning 
& Hersey, Inc. 



13 



BATHASWEET CORPORATION 

(95th Week on CBS) 



Bob Garred Reporting 

News 



Tues., Thurs. 
7:30-7:45 a.m. pst 
originates: knx 



Bathasweet Products 
H. M. Kiesewetter 
Advertising Agency 



COLONIAL DAMES, INC. 

(H6th Week on CBS) 

"Find the Woman" 

with Knox Manning 



Sunday 

7:25-7:30 p.m. pst 
originates: knx 



Cosmetics 

Glasser, Gailey & Co. 



COLUMBIA 

PACIFIC 

NETWORK 



GALLENKAMP STORES COMPANY 

(11th Week on CBS) 

Here's the Clue 

with Frank Graham 
Commentary 



Friday 

8:45-9:00 p.m. est 

ORIGINATES: KNX 



Shoes 



Long Advertising 
Service 



GENERAL FOODS CORPORATION 

'323rd Week on CBS) 

The Second Mrs. Burton 

Dramatic serial 



Mon. thru Fri. 
3:00-3:15 p.m. pst 

ORIGINATES: KNX 



Walter Baker's 
Chocolate and Cocoa 
Benton & Bowles, Inc. 



GENERAL PETROLEUM Sunday Mobilgas, Mobiloil 

CORPORATION OF CALIFORNIA 9 :00-9 :30 p.m. PST 5^^^/, & Drum, Inc. 

'31st Week on CBS) originates: knx 

I Was There 



RICHARD HUDNUT 

83rd Week on CBS) 

Hollywood Showcase 



Tuesday 

8:30-9:00 p.m. pst 

ORIGINATES: KNX 



Marvelous Cosmetics 
Benton & Bowles, Inc. 



P. LORILLARD COMPANY Sunday Beechnut Cigarettes 

270th Week on CBS) 8 :30-9 :00 p.m. PST Lennen & Mitchell, Inc. 

ORIGINATES: KNX 

Don't Be Personal 

with Art Baker 
Quiz 



LOS ANGELES SOAP COMPANY 

96th Week on CBS) 

Knox Manning 

News 



Mon. thru Fri. 
7:30-7:45 a.m. 
Rebroadcast 
2:00-2:15 p.m. 

ORIGINATES: KNX 



White King Soap 
Sierra Pine Soap 

Raymond R. Morgan Co. 



14 











COLUMBIA 
PACIFIC 
NETWORK 

Continued 


THE MENNEN COMPANY 

(120th Week on CBS) 

Bob Garred Reporting 

News 


Mon., Wed., Fri. 
7:30-7:45 a.m. pst 
originates: knx 


Mermen Shaving Cream 
H. M. Kiesewetter 
Advertising Agency 




NATIONAL LEAD COMPANY 

(56th Week on CBS) 

Answer Auction 


Sunday 

7:30-8 :00 p.m. PST 

ORIGINATES: KNX 


National Lead Products J 
Erwin Wasey & Co. 1 



Quiz 





PETER PAUL, INC. 


Men., Wed., Fri. 


Mounds Landy 


% 




(55th Week on CBS) 


4:45-4:55 p.m. pst 


ten Lrown Lrum 






Bob Garred Reporting 

News 


originates: knx 


Brisacher, Davis 

& Staff 1 


ii 
. k 




PLANTERS NUT AND 


Monday 


Planters Salted Peanuts 






CHOCOLATE COMPANY 


8:00-8 :30 p.m. pst 


Planters Peanut Oil 1 


m 




(43rd Week on CBS) 


originates: knx 




\\\ 




What's On Your Mind? 




\ 

1 


u 

m 




SOIL OFF MANUFACTURING 


Thursday 


Cleaning Fluid for ' 


M 




COMPANY 


4:45-4:55 p.m. pst 


Walls and Woodwork 






(26th Week on CBS) 


Saturday 


rfi.l liTinti •Shfinp 


k 




Bob Garred Reporting 


7:30-7:45 a.m. pst 
originates: knx 


Advertising Agency, I . 




News 

i 
i 










THE TAYTON COMPANY 


Friday 


Tayton Cosmetics 


■I 




(3rd Week on CBS) 


8:30-8:45 p.m. pst 


Batten, Barton, Dursti 






jimiiiK? F itiicr 


originates: knx 


& Osborn, Inc. 






IHotion Picture Conun entariss 




1 


-.\ 


COLUMBIA 










CALIFORNIA 


BREAKFAST CLUB COFFEE, INC. 


Mon., Wed. 


Breakfast Club Coffee 




NETWORK 


(30th Week on CBS) 


9:45-10:00 a.m. pst 


Lockivood -Shackle j or 






Voice of Friendship 


originates: knx 


Advertising Agency 


1 




with Rita Murray 




i 


I 


15 



















KNOX GELATINE COMPANY 

'35th Week on CBS) 

Behind the Headlines 
with Bob Garred 



Tues., Thurs. 
6:50-7:00 p.m. pst 
originates: knx 



Knox Sparkling Gelatine 
Kenyan & Eckhardt, Inc. 



COLUMBIA 

CALIFORNIA 

NETWORK 



SEASIDE OIL COMPANY 
16th Week on CBS) 

Seaside Spelling Bee Liner 



Sunday 

4:30-4:55 p.m. pst 
originates: knx 



Seaside Ethyl Gasoline and 
Silverol Motor Oil 

The McCarty Company 



NION OIL COMPANY 

'35th Week on CBS) 

Nelson Pringle 

News Analysis 



Mon. thru Fri. 
7:45-8:00 a.m. pst 

ORIGINATES: KNX 



Gas and Oil 

Lord & Tliomas 



AMERICAN CHICLE COMPANY* 

'48th Week on WABC) 

Announcementg 



Mon. thru Sat. 
8:00-8:01:30 a.m. 



Chiclets and Dentyne 
Badger, Browning & 
Hersey, Inc. 



AMERICAN CIGARETTE & 
CIGAR CO.* 

'23rd Week on TFABC) 

Modern Design Music 



Mon. thru Sat. 
8:20-8:25 a.m. 



Pall Mall Cigarettes 
Ruthrauff & Ryan, 
Inc. 



BEN MARDEN'S RIVIERA 

5th Week on fFABC) 

j Music of Today 



Mon., Wed., Fri. 
8:15-8:20 a.m. 



Ben Marden's Riviera 
/. R. Kupsick Advertis- 
ing Agency, Inc. 



H. C. BOHACK COMPANY, INC. 

'4th Week on WABC) 

Mary Margaret McBride 



Tues., Thurs. 
3:00-3:15 p.m. 



Bohack Stores and 
Bohack Products 
E. M. Freystadt 
Associates, Inc. 



BOOK HOUSE FOR CHILDREN 

13th Week on WABC) 

Woman's Page of the Air 

with Adelaide Hawley 
I Participations 



Tues. and Thurs. 
8:45-9:00 a.m. 



Book House 

Presba, Fellers & 
Presba, Inc. 



WABC 

SPONSORED 
PROGRAMS 



THE BORDEN COMPANY^ 
(PIONEER DIVISION) 

15th Week on WABC) 

Announcements 



Wed., Fri., Sat. 
6:45-6:46:30 p.m. 



Reid's Ice Cream 

Pedlar & Ryan, Inc. 



In addition to number of weeks in which the client has used CBS Netivork facilitie 



16 



WABC 
SPONSORED 
PROGRAMS 

Continued 



BULOVA WATCH COMPANY 

(623rd Week on WABC) 

Time Signals 



Sun. thru Sat. 
10 Times Daily 



Bulova Watches 
The Bioiv Company 



CHESEBROUGH MANUFACTURING 
COMPANY, CONSOLIDATED* 

(4th Week on WABC) 

Announcements 



Mon., Tues., Thurs. 
6:45-6:46:30 p. m. 



Vaseline Preparations 
McCann-Erickson, In. 



DREZMA, INC. 

(39th Week on WABC) 

Lessons in Loveliness 

with Nell Vinick 



Tues., Thurs., Sat. 
8:25-8:30 a.m. 



"Drezma" Cosmetics 
Blaine-Thompson Co. 
Inc. 



FLORIDA CITRUS COMMISSION* 

(4th Week on WABC) 

Arthur Godfrey 

Participations 



Mon. thru Sat. 
7:00-7:15 a.m. 



Florida Citrus Fruit 
Arthur Kudner, Inc. 



KRUG BAKING COMPANY 

(84th Week on WABC) 

Woman's Page of the Air 

with Adelaide Hawley 
Participations 


Mon. thru Fri. 
8:45-9:00 a.m. 


Bakery Products 
and Coffee 

Elmer L. Cline 


McKESSON & BOBBINS, INC.* 

(13th Week on WABC) 

Afternoon News 


Mon. thru Fri. 
3:55-4:00 p. m. 


Calox Tooth Powder 
/. D. Tarcher & Co., I 


MELVILLE SHOE COMPANY 

(141st Week on WABC) 

Early Morning News 


Mon. thru Sat. 
7:45-8:00 a.m. 


Thom McAn Shoes 
Neff-Rogotv, Inc. 


JOHN MORRELL AND COMPANY 

The Missus Goes A-Shopping 

Quiz 


Tues., Thurs., Sat. 
8:30-8:45 a.m. 


E-Z Cut Ham 

Henri, Hurst and 
McDonald, Inc. 



(Starts August 12) 




17 



*In addition to number of weeks in which the client has used CBS Network facilities. 



WABC 

NOXZEMA CHEMICAL CO., INC.* Saturday Noxzema Products SPONSORED 

17th Week on WABC) 9:45-10:15 p.m. Rulhrauff & Ryan, Inc. PROGRAMS 

Battle of the Boroughs 

Quiz 

(Series ends after Aug. 2, 
resumes Sept. 13) 



PEPSI-COLA COMPANY* 

53rd Week on WABC) 

The Missus Goes A-Shopping 

Quiz 


Mon., Wed., Fri. 
8:30-8:45 a.m. 


Pepsi-Cola 

Newell-Emniett, Inc. 


PETER PAUL COMPANY* 

73rd Week on WABC) 

Early Riser's News 


Mon., Wed., Fri. 
6:30-6:35 a.m. 


Mounds 

Platt-Forbes, Inc. 


SELECT THEATRES CORR 

47tli Week on WABC) 

Announcement 


Mon. and Wed. 
11:58:50 p.m.- 
12 mid. 


"Hellzapoppin" 
Blaine- Thorn pson 
Co., Inc. 


SOCONY-VACUUM OIL CO., INC.* 
News 

with Mark Hawley 
(Starts August 4) 


Mon. thru Sat. 
10:45-11:00 p.m. 


Gasoline, Oil and 
Specialties 

/. Stirling Getchell, Inc. 


V^ARD BAKING COMPANY 

13th Week on WABC) 

Arthur Godfrey 

Participations 


Mon. thru Sat. 
7:00-7:15 a.m. 


Ward's Tip Top Bread 
Sherman K. Ellis 
& Co., Inc. 


WEST DISINFECTING COMPANY 

'16th Week on WABC) 

It Takes a \^bnian 

with Frances Scott 


Mon., Wed., Fri. 
8:25-8:30 a.m. 


CN 

Moser & Cotins, Inc. 


R. C. WILLIAMS & CO., INC. 

(8th Week on WABC) 

Arthur Godfrey 


Mon., Wed., Fri. 
7:30-7:45 a.m. 


Royal Scarlet Coffee 
Alley & Richards Co. 



""In addition to number of wppks in which the client has used CBS Netivork facilities. 



18 



CBS SlISTAIIIE PROGRAMS 



are chosen because they are timely, exciting, and balanced. These 
three standards of selection produce a diverse, flexible program 
schedule, carefully designed to win and retain the interest of mil- 
lions of listeners. To maintain its flexibility— to continue to present 
the most highly contemporary and most stimulating sustaining pro- 
grams on the air— Columbia finds it necessary in the course of the 
month to alter some details in the following schedule. These day- 
to-day and even hour-to-hour changes are reported, when possible, 
in local newspaper radio listings. 

For your convenience, the Columbia sustaining programs listed 
on the following pages are grouped in these ten classifications: 



1. NEWS BROADCASTS Page 20 

2. FORECAST Page 21 

3. DRAMATIC SERIES Page 21 

4. NATIONAL DEFENSE Page 22 

5. LIGHT ENTERTAINMENT Page 23 

6. SERIOUS MUSIC Page 24 

7. EDUCATIONAL PROGRAMS Page 25 

8. CHILDREN'S PROGRAMS Page 26 

9. PERSONALITIES Page 26 

10. RELIGIOUS BROADCASTS Page 27 

CBS SHORT WAVE BROADCASTS Page 28 

ADDENDA: july programs Page 29 



19 



News Summaries, Analyses 
and Broadcasts from Europe 

SCHEDULED PERIODS 
MONDAY THRU SUNDAY 



Columbia's staff of air reporters in European 
capitals, in New York, and in Washington cover 
the second world war according to a regular 
pattern of summaries, analyses, and news 
broadcasts from Europe. In addition to this 
daily schedule, CBS is prepared at any time to 
bring its audience immediate reports of signifi- 
cant unexpected events. The schedule is sup- 
plemented and sharpened by frequent addresses 
by public figures, historians, and political or 
military experts. The schedule: 

News Broadcasts : Edward R. Murrow, Charles 
Collingwood, Larry Lesueur from London; 
Harry W. Flannery and Howard K. Smith from 
Berlin; Erskine Caldwell and Winston Burdett 
from Moscow; Charles Barbe from Berne; 
Bernard Valery from Stockholm ; Cecil Brown 
and Edward Chorlian from Cairo; Farnsworth 
Fowle from Ankara; Herbert Clark from 
Buenos Aires ; W. R. Wills from Tokyo ; William 
Dunn in the Far East; Elmer Davis, Bob Trout, 
Linton Wells, Major G. E Eliot, William L. 
Shirer, Spencer Williams from New York: 
Albert Warner, Eric Sevareid, John Charles 
Daly from Washington: 8:00-8:15 a.m., 
MONDAY THRU SATURDAY; 6:45-7:00 p.m., 
MONDAY THRU SATURDAY; 9:00-9:15 a.m., 
SUNDAY THRU SATURDAY; 10:45-11:00 p.m., 
MONDAY THRU SATURDAY. 

News Summaries : 6:30, 9:00 a.m., 3:55 p.m.. 
12:55 a.m., monday thru Saturday; 2:30 
p.m., 12:55 a.m., SUNDAY. 

News Analyses: Linton Wells, 12:00-12:05 
a.m., MONDAY THRU SATURDAY; Elmer Davis, 

8:55-9:00 p.m., Monday; 6:30-6:45 p.m., 
SATURDAY; Paul Sullivan, 6:30-6:45 p.m., 
FRIDAY. (See also sponsored news programs.) 



NEWS 

BROADCASTS 



Headlines and Bylines 

11:00-11:15 p.m. 
■:aCH SUNDAY 



In this Sunday evening period of news analy- 
sis, Major George Fielding Eliot stresses 
the military aspects of war in Europe, Albert 
Warner describes the Washington scene, and 
Bob Trout analyzes the week's news generally. 



20 



FORECAST 



"Forecast" 
9:00-10:00 p.m. 
EACH MONDAY 




DRAMATIC 
SERIES 



Columbia Workshop 
10:30-11:00 p.m. 

EACH SUNDAY 




For the second summer, CBS presents "Fore-il 
cast," annual eight-week series of new pro- t 
grams based on unusual, exciting radio ideas. 
Following the brilliant pattern set in 1940, 
each broadcast represents a sample of an en- 
tire radio series. The brightest names of stage 
and screen are starred in the programs. 

AUGUST 4: "Song Without End," a dramatic, 
imaginative treatment of the lives of great com- 
posers, with guest stars playing the composers 
and famous virtuosi performing their music. 
AUGUST 11 : From New York— "Class of '41", a 
variety show written and acted by the radio 
profession's "younger generation". From 
Hollywood— "Two Gobs and a Gal", a rowdy 
comedy starring Brian Donlevy, Frank Mc- 
Hugh and Lucille Ball. 

AUGUST 18: "Jubilee", a cavalcade of Negro 
talent tracing the huge contribution that 
Negroes have made to American entertainment. 



1 



The Columbia Workshop remains the foremost 
program on the air devoted to experimental 
broadcasting. Starting with the first broadcast 
in May, Norman Corwin returned as author- 
director in an ambitious, original series called. 
"26 by Corwin." His last three broadcasts in 
August comprise a biblical trilogy. 

AUGUST 3: "Descent of the Gods". 
AUGUST 10: "Sampson", verse drama with a 
special score by Alexander Semmler. 
AUGUST 17: "Esther", an operetta with music 
by Lyn Murray. 

AUGUST 24: "Job", starring Charles Laughton 
with a score by Deems Taylor. (From Holly- 
wood.) 



"Young Ideas" 
5:00-5:30 p.m. 

EACH SUNDAY 



21 




The youthful employees of Columbia's Holly- 
wood station KNX direct, cast and perform in 
this series, a direct outgrowth of the KNX 
Junior Workshop. 



m 



the Life of Riley 

[1:05-11:30 a.m. 

EACH SATURDAY 


Famous stage and screen actor Lionel Stander, 
supported by a talented cast, stars in a comedy- 
drama. The series is directed by Leonardo 
Bercovici, and written by Mr. Bercovici and 
Bob Sloan. 


Report to the Nation 

1:30-10:00 p.m. 

EACH TUESDAY 


This informal, factual series brings the Amer- 
ican people a report each week on the inside 
workings of their government. Each program 
describes the government's operation in a 
problem or event rich in public interest. The 
series is produced by Brewster Morgan. 


Proudly We Hail 

k:30-8 :55 p.m. 

[aCH FRIDAY 


The stories of our progress in defense produc- 
tion are dramatically told week by week by a 
cast of entertainment celebrities and govern- 
ment experts. Brewster Morgan directs, Roy 
Bargy conducts. 


Spirit of '41 
1:30-5:00 p.m. 

lACH SUNDAY 


Broadcast in the interest of national defense, 
this new series singles out each week a unit of 
the Army, Navy or Marines and, in dramatic 
form, traces its history and development. 
Brewster Morgan directs the program which 
is written by Willis Cooper. The narrator is 
Burgess Meredith. 


«]aUing Pan-America 
■ :00-4 :30 p.m. 

ACH SATURDAY 

j 

j 
1 


The Columbia Broadcasting System takes an- 
other step toward bringing the Americas closer 
together through radio. Heard throughout the 
western hemisphere, this new series originates 
in a different capital each week, "calls" a dif- 
ferent nation to the microphone with a vivid 
radio-picture of its daily life and culture. 


'^he People's Platform 
:00-7:30 p.m. 

ACH SATURDAY 

L 


Lyman Bryson entertains four Americans at 
dinner and draws them into an extempora- 
neous discussion of current problems and an 
informal exchange of ideas. 


ou Decide 
:30-2 :00 p.m. 

ACH SUNDAY 


Crucial democratic issues in the early lives of 
celebrities are dramatized, and a panel of 
youngsters discusses the decision that should 
have been made. The celebrity then appears in 
person and tells why he decided as he did. 



DRAMATIC 
SERIES 

Continued 



NATIONAL 
DEFENSE 



22 



LIGHT 
ENTERTAIN- 
MENT 



Gold If You Find It 

10:30-11:00 a.m. 
EACH SATURDAY 


From coast to coast Columbia's listeners taken 
part in a unique treasure hunt. James FlemingH 
is master of ceremonies on this unusual pro-ll 
gram which was originated by Ray Harvey. |l 


American Cruise 
7:30-8:00 p.m. 

EACH FRIDAY 

i 


Frances Langford and Dick Powell are the 1 
singing leads in this unusual story placec 1 
aboard a mythical American liner making calls 1 
in the various ports of the Pan Americat 1 
nations. The series is broadcast in the UnitedjB 
States and short waved to Latin America. 1 


Matinee at Meadowbrook 
; 5:00-6:00 p.m. 

EACH SATURDAY 

( 


Jackson Wheeler is Jive Master, Helen Lewis' ■ 
in charge of adding confusion, in this seriet 1 
from Meadowbrook, popular New Jersey r©™ 
sort. Top-notch bands appear on the program lB 
which Perry Laflerty produces. 1 


t 

' Burl Ives Coffee Club 

10:00-10:30 a.m. 

; EACH SATURDAY 


Burl Ives plays host to a circle of musica 1 
personalities with varied talents. Among tht^ 
"regulars" are Juan Arvizu, Walter Grosa^l 
Genevieve Rowe and the Golden Gate Quartet 1 


^ Renfro Valley Folks 

3:30-3:45 p.m. 

MONDAY THRU FRIDAY 


Inhabitants of the Kentucky hills provide the J 
talent for this program of folk songs, which hlM 
broadcast from an old-time log cabin settle M 
ment in the heart of the Renfro Valley. «l 


What's New At The Zoo? 

11:30 a.m.-12:00 noon 
EACH SUNDAY 


John Reed King interviews, in their native 
habitat, the men and women who collect am 
care for the animal inmates of the Bronx Zoc 


SPEBSQSA 
8:30-8:55 p.m. 

EACH THURSDAY 


Bright CBS summer feature is "The Societ; 
for the Preservation and Encouragement o 
Barber Shop Quartette Singing in America, 
boasting such members as ex-Postmaster Gen 
eral James A. Farley, the Mayor of New York 
and the Governors of New Mexico, Texas 
Wyoming, Arkansas. \ 


Golden Gate Quartet, 

Four Oubmen, Symphonettes 

i 


These harmony groups are featured on th 
Columbia Network through the week. Eacl 
group has a distinctive vocal style and is 
CBS favorite. 



23 









LIGHT 
ENTERTAIN- 
MENT 

(^untinued 

SERIOUS 
MUSIC 




1 




ance Orchestra 

jVRIOUS HOURS 
ONDAY THRU SUNDAY 


America's leading dance bands provide a full 
schedule of current hits and old favorites to 
Columbia listeners each evening. These top 
ranking bands are scheduled for August: 
Les Brown Carl Hoff 
Bob Crosby Harry James 
Sonny Dunham Michael Loring 
Shep Fields Teddy Powell 
Hal Grayson Charles Spivak 
Tommy Tucker 










iolumbia Broadcasting 
|ym phony 
j:00-4:00 p.m. 
kcH SUNDAY 


Brilliant conductor Howard Barlow brings 
back the Columbia Broadcasting Symphony 
for its sixth series of annual summer concerts. 

AUGUST 3: Program includes John Field, Con- 
certo No. 1 in E Flat 1 Betty Humby, pianist) . 
AUGUST 10: Program includes Meredith Will- 
son, San Juan Bautista from Symphony No. 2, 
"Missions of Southern California". 








olumbia Concert Orchestra 

:30-5 :00 p.m. 

ONDAY, TUESDAY, FRIDAY 

1:30-10:00 p.m. 

kCH FRIDAY 

|:30-8 :00 p.m. 

[aCH SATURDAY 

1 


The Columbia Concert schedule includes sev- 
eral half-hour broadcasts of symphonic music 
each week. The orchestra is directed in turn 
by CBS conductors Howard Barlow and 
Bernard Herrmann. 












\ 

iera Brodsky 
1:30-3:55 p.m. 

ACH SATURDAY 


Famed concert pianist Vera Brodsky broad- 
casts piano music both modern and ancient. 
AUGUST 2 : All Chopin program. 












i 

i'orian String Quartet 
:00-3:30 p.m. 

ACH SATURDAY 
1 


The Dorian String Quartet is playing a series 
of contemporary chamber works of America 
and Europe, bringing before the microphone 
Alexander Cores and Harry Friedman, violins, 
David Mankovitz, viola and Bernard Green- 
house, cello. 












rom the Organ Loft 

|:15-9:45 a.m. 

ACH SUNDAY 


Famous organist Julius Mattfeld in Columbia's 
well known series of organ recitals with a vast 
repertory of works for the instrument. 


24 









EDUCATIONAL 
PROGRAMS 



CBS ADULT 
EDUCATION BOARD 




"Invitation to Learning" and "The People': 
Platform" are presentations of the Departmen 
of Education, arranged with the counsel o; 
Columbia's Adult Education Board. Members! 
of the Board, representative of the nation's 
leading educators and publicists, are: 



LYMAN BRYSON, chairman 

STRINCFELLOW BARR 
WILLIAM BENTON 
HARRY WOODBURN CHASE 
ROBERT I. CANNON, S.J. 
AI.VIN S. JOHNSON 



HENRY R. LUCE i, 
SPENCER MILLER, JR. 
RUTH BRYAN ROHDE 
THOMAS V. SMITH 
WILLIAM ALLEN WHrKjj 
RAY LYMAN WILBUR 



JOSEPH H. WILLITS 



Invitation to Learning 

2:00-2:30 p.m. 

EACH SUNDAY 



This series invites listeners to read or re-rea( 
the world's great books discussed by Hunting 
ton Cairns, Mark Van Doren, and special guests 



Children Also Are People 
3:45-3:55 p.m. 

EACH WEDNESDAY 



CBS presents a series of broadcasts by chil( 
experts and various celebrities to show parent 
that children are people, too. 



Columbia's Country Journal 

12:00-12:30 p.m. 

EACH SATURDAY 



Charles Stookey, Columbia's director of agri^ 
cultural programs, presents a weekly round, 
up of farm news, and interviews distinguishe( 
agricultural authorities and leaders. 



Highways to Health 
[ 4:15-4:30 p.m. 

; EACH FRIDAY 



Dr. I ago Galdston of the New York Academ 
of Medicine arranges these instructive talk 
on health for laymen. ■ 



Exploring Space 
3:45-3:55 p.m. 

EACH FRIDAY 



This series tells — in an interesting, dramati 
manner— the stories of the planets and cor' 
stellations. 



Columbia Lecture Hall 

3:45-3 :55 p.m. 



EACH MONDAY 



Columbia's listeners hear lectures and discus' Hi 
sions on Latin American affairs by variou 
authorities in the field. 



America in Transition 
3:45-3:55 p.m. 



EACH TUESDAY 



This new series features interviews with artiste 
scientists and technologists. 



25 



dventures in Science 
45-3:55 p.m. 

CH THURSDAY 



f Men and Books 

:30-3 :00 p.m. 

CH SATURDAY 



-t's Pretend 
:00-l:30 p.m. 

ACH SATURDAY 



Watson Davis interviews pominent scientists 
on these CBS programs, planned in conjunc- 
tion with Science Service, Inc. 



Professor John T. Frederick of the Medill 
School of Journalism, Northwestern Univer- 
sity, discusses recently published books and 
brings their authors to the CBS microphone. 



This series, which dramatizes the world's 
greatest fairy tales, has won more awards than 
any other children's program. Directed by 
Nila Mack and presented by a cast of child 
actors, "Let's Pretend ' has in 1940 won the 
Radio Daily Award as the best children's pro- 
gram on the air, the Scripps-Howard nation- 
wide poll of radio editors, and the Women's 
National Radio Committee Award. 



EDUCATIONAL 
PROGRAMS 

(Continued 



CHILDREN'S 
PROGRAMS 



The Old Dirt-Dobber 

»:30-10:00 a.m. 

':ACH SATURDAY 



Tom Williams, horticultural expert of WLAC 
in Nashville, "the old dirt-dobber," answers 
queries about trees, plants, birds and insects. 



PERSONALITIES 



Outdoors with Bob Edge Bob Edge, CBS hunting and fishing expert, 

):15-6:30 p.m. recounts anecdotes and furnishes useful infor- 

•:ach THURSDAY mation to sporting enthusiasts. 



juan Arvizu 

10:30-10:45 p.m. 

MONDAY, TUESDAY, WEDNESDAY 



Juan Arvizu, singing idol of Latin An^erica, is 
presented by CBS with Alfredo Antonini's 
Tipica Orchestra and, on Tuesdays, the Trio 
Flores. 



■Richard Maxwell Richard Maxwell presents his daily program 

1:00-4:15 p.m. of cheer and comfort, which consists of hymns, 

MONDAY THRU FRIDAY inspirational songs and homely philosophy. 



Husing on Sports 
i:45-6 :00 p.m. 
i:aCH SUNDAY 



Ted Husing reviews the sports happenings of 
the past week, and makes his predictions on 
the outcome of events to come. 



RELIGIOUS 
BROADCASTS 



Church of the Air 

10:00-10:30 a.m. 
1:00-1:30 p.m. 
EACH SUNDAY 



The Church of the Air is presenting its eight)! 
consecutive year of Sunday morning and after^ 
noon religious broadcasts. In August: 
AUGUST 3: Morning: Rev. Frederick Norw~ 
D.D., St. Andrew's Wesley-United Church 
Vancouver, Canada. t 
Afternoon: Rev. Joseph Cleveland, Conimumt''i 
Church, Kansas City, Missouri. 

AUGUST 10: Morning: The Very Rev. Austit, 
Pardue, D.D., Dean, St. Paul's Cathedral 
Buffalo, New York. 
Afternoon: Rev. Aloysius E Coogan, Director' 
National Propagation of the Faith Society. 
New York, N.Y. 
AUGUST 17: Morning: Dr. J. P. Hendersho 
Jefferson Ave. Baptist Church, Detroit, MicH 
Afternoon: Rev. Paul R. Dickie, Bethan> 
Memorial Church, New York, N. Y. 

AUGUST 24: Morning: Methodist Service. 
Afternoon: The Most Rev. John Joseph Glen 
non, S.T.D., Archbishop of St. Louis, Missouri 
AUGUST 31: Morning: Congregational service* 
Afternoon: Religious Society of Friends pro 
gram, Philadelphia, Pa. 



Wings Over Jordan 

10:30-11:00 a.m. 
EACH SUNDAY 



5:45-6:00 p.m. 

MONDAY THRU FRIDAY 



This program of religious talks and spiritual 
is presented by outstanding Negro leaders anc, 
educators and a choir of thirty voices. 
AUGUST 3: Dean I. A. Derbigny, Tuskegee In 
stitute, Tuskegee, Alabama. \ 
AUGUST 10: Mr. Clarence W. Griggs, Execii 
tive Secretary, George Washington Carve 
Welfare League, Schenectady, N. Y. 
AUGUST 17: Willa B. Brown, Seassey Flyin: 
Field, Harlem Airport, Oakland, Illinois. 
AUGUST 24: Program in connection with th 
National Baptist Convention of America. 
AUGUST 31 : Dr. Dorothy Bowling Ferebet 
Director, Cotton Field Clinic, State of Missi? 
sippi, Washington, D. C. 
This new Wings Over Jordan weekday serie 
consists of Negro spirituals by the choir will 
linking commentary by Rev. Glenn T. Sett It 
Worth Kramer directs the program. 



27 



BS SHORT WAVE 
ROADCAST SCHEDILE 
O EIROPE AND 
UTH AMERICA 



Columbia's schedule of programs to Europe 
and South America, over short wave stations 
WCBX (New\brk) and WCAB (Philadelphia), 
consists of broadcasts designed exclusively for 
European and South American listeners. 



ews Broadcasts 

[n English ) 

1:30-11:45 a.m., 1 :30-l :45, 
:45-6:00. 6:30-6:45 p.m. 
[ONDAY THRU FRIDAY 
nItalian,German,French, Polish) 
2 :00noon-l p.m.,4 :30-5 :30 p.m. 
In Serbo-Croat) 
30-5:45 p.m. 

[ONDAY THRU SATURDAY 

2 noon-1 u.m.. 5-6 p.m.. SUNDAY 



ollywood News 
ONDAY, 2 :45-3 :00 p.m. 
URSDAY, 7:45-8:00 p.m. 
ONDAY. 7:45-8:00 p.m. 



Columbia transmits daily news programs to 
Europe in English, as well as in French, Ger- 
man, Italian. Polish and Serbo-Croat. Sources 
for the news broadcasts are similar to those 
available to the network's regular reporters 
and analysts. A feature of the summaries is 
a review of New York Stock Exchange noon 
and closing prices. 



In collaboration with Will Hays' office, Colum- 
bia presents news of Hollywood once each 
week in English, Portuguese, and Spanish re- 
spectively. 



ews in Spanish 

:00-10:05 p,m. 

lONDAY THRU SUNDAY 

45-7:00 p.m. 

UNDAY THRU FRIDAY 

:00-7:15 p.m., sat. (WCBX) 
2 :30-12 :45 p.m., 2 :30-2 :45p.m. 
:45-6:00 p.m. 

[ONDAY THRU FRIDAY ( WCAB ) 



World-wide news events are broadcast Mon- 
day through Friday by Alberto Zalamea, well- 
known journalist and native of Colombia. 
(WCBX), Monday through Friday by Adriano 
A. Rubio (WCAB). 



SPECIAL CBS 
BROADCASTS 
TO EUROPE 



SPECIAL CBS 
BROADCASTS 
TO SOUTH 
AMERICA 



Jews of Latin America 
n Spanish 
':00-8 :15 p.m. 

lONDAY, WEDNESDAY, FRIDAY 



Mr. Roberto Unanue tells the Latin American 
republics the news about their own Latin 
American neighbors. 



Jews in Portuguese 

:15-7:30 p.m.. daily 



Luis Correa and Luis Jatoba, native Brazilian 
journalists, report the news each day. 



(larmen Castelo's Broadway 
llolumn in Spanish 

riday, 7:30-7:45 p.m. 



The latest news of the threater, motion pic- 
tures, fashions and personalities of Broadway 
is reported in Spanish by Carmen Castelo. 



■Cultural News in Spanish 
f:00-9:15p.m. 



ACH FRIDAY 



Jose Santos Quijano is heard each Friday in 
a quarter-hour digest of cultural news of spe- 
cial interest to South American listeners. 



28 



ADDGIDA: 



JULY PROGRAMS 



Columbia's Special Feature broadcasts are arranged on a week tOj 
week, sometimes day to day, and even, on occasion, hour to hour 
basis. One result of this flexibility and timeliness is the following' 
partial list of July programs which were arranged too late for' 
inclusion in the last month's issue of the Columbia program book.i 



PUBLIC AFFAIRS 

JULY 1 : Robert R. Appleby, vice-presi- 
dent of the British War Relief Society; Mrs. 
Kermit Roosevelt, national chairman of 
Young America Wants to Help; and Helen 
Menken, Executive Committee Member of 
the American Theatre Wing of the British 
War Relief Society discussed the work being 
done by American volunteers to help British 
civilians, 11:30-12:00 p.m. 

JULY 2: Robert V. Fleming, chairman of 
the Riggs National Bank and former presi- 
dent of the American Banker's Association, 
spoke from Washington on the Defense Sav- 
ings campaign of the U. S. Treasury Depart- 
ment, 10:15-10:30 p.m. 

JULY 4: Australia's Minister to the United 
States, the Right Honorable Richard G. 
Casey, spoke from Washington on "Aus- 
tralia's Place in the World", 5:45-6:00 p.m. 

JULY 4: Senator Josiah W. Bailey, Demo- 
crat of North Carolina, spoke from a patri- 
otic rally at Asheville on "Our Republic, It 
Must Be Preserved". 9:30-10:00 p.m. 

JULY 4: Douglas Fairbanks, on his return 
to Washington, gave a "Report on the Presi- 
dential Pan-American Mission" under the 
auspices of the Committee to Defend Amer- 
ica by Aiding the Allies, 10:30-11 :00 p.m. 



JULY 5: Howard Hunter, Works Progress' 
Administrator, spoke from Chicago on 
"WPA Workers and National Defense",! 
10:15-10:30 p.m. 

JULY 6: His Excellency, The Most Rev-, 
erend Joseph P. Hurley. D.D.. Bishop of the 
Diocese of Saint Augustine. Florida, spoke 
on "Papal Pronouncements and Americanj 
Foreign Policy", 2 :35-3 :00 p.m. 

I 

JULY 8: Mathew WoU, executive vice-i 
president of the A. E of L. and chairman oi 
the American Labor Committee to Aid Brit- 
ish Labor, spoke on the CBS network. 10 :15-| 
10:30 p.m. j 

JULY 9: Representative Foster Stearns oi 
New Hampshire spoke under the auspices oi 
the Committee to Defend America by Aid . 
ing the Allies, 10:15-10:30 p.m. 

JULY 12: Shirley Temple, Lionel Barry 
more. Connie Boswell. Don Wilson and Feli> 
Mills' Orchestra pooled their talents in the 
interest of the LInited China Relief. 6:15- 
6:30 p.m. ' 

JULY 12: Representative Gerald W; 
Landis. Republican of Indiana, discussecj 
the place of labor and the farmer in his tall, 
on "America and the War", 10:15-10:3( 
p.m. 



29 



i 



JULY 14: Senator James Davis of Pennsyl- 
ania, who was introduced by New York 
lupreme Court Justice James T. Halliman, 
iscussed tlie Elks National Defense Pro- 
jam, 11:30-11:45 p.m. 

JULY 15: Mrs. Quincy Wright, foreign 
lolicy chairman of the League of Women 
/oters spoke on the need for an all-out 
lational production effort, 6:15-6:30 p.m. 

JULY 15: "The Struggle for Inter-Amer- 
can Trade Ways" was the topic considered 
ti a talk bv Cornelius V. Whitney, founder 
nd board chairman of Pan-American Air- 
fays and President of The American Arbi- 
ration Association, 10:15-10:30 p.m. 

JULY 16: "My Reply to Secretary Knox" 
s the title of a speech delivered by Senator 
Charles W. Tobev. Republican of New 
Jampshire. under the auspices of the Amer- 
ca First Committee. (The Secretary of the 
*Javy had requested greater use of our Navy 
n the Atlantic) 10:15-10:30 p.m. 

JULY 19: Senator Hendrik Shipstead of 
fclinnesota spoke from Minneapolis under 
he auspices of the America First Commit- 
ee, 10:15-10:30 p.m. 

JULY 20: Alf M. Landon discussed 
'Changes in the Draft Act" in a speech from 
Popeka, Kansas, 2:35-3:00 p.m. 

JULY 21 : Dr. Luther Harr, Director of the 
Consumer Council Division of the Bitumi- 
lous Coal Commission, spoke from Wash- 
ngton on "Coal and Defense", 4:15-4:30 
).m. 

JULY 22: William Green, president of the 
Sl. F. of L. ; James B. Carey, national secre- 
ary of the C.I.O.; Walter Fuller, president 
)f the National Association of Manufac- 
urers; John A. Phillips, chairman of the 
lailway Executives Association and Albert 
lawkes, president of the LI. S. Chamber of 
[Commerce joined with Secretary of Treasury 
VIorgenthau in a round-table discussion of 



the Defense Saving Program, 10:15-10:45 
p.m. 

JULY 22: Senators Truman of Missouri. 
Mead of New York and Bridges of New Hamp- 
shire discussed the flood of mail received in 
connection with the Congressional investiga- 
tion of defense contracts. The program, en- 
titled "The Congressional Mailbag" was 
under the auspices of the Committee of 
Americans, Inc., 11:30-12:00 p.m. 

JULY 23: Representative Frederick C. 
Smith, Republican of Ohio, spoke against 
aid to Russia, 10:15-10:30 p.m. 

JULY 24 : Wendell Willkie discussed Amer- 
ica's position in the world crisis during a 
broadcast from San Francisco's Civic Audi- 
torium, which was sponsored by the Fight 
For Freedom Committee, 1 :15— 1 :55 a.m. 

JULY' 26: RepresentativeWalter C.Ploeser, 
Republican from Missouri, opposed the 
Administration's Saint Lawrence Seaway 
project in a talk from St. Louis, 10 : 15— 10 :30 
p.m. 

JULY 27: Admiral William H. Standley 
(U.S.N. Retired), former Chief of Naval 
Operations and now a member of the OPM's 
Production Planning Board, opened "Vic- 
tory in the Atlantic Week" with a talk under 
the auspices of the Committee to Defend 
America by Aiding the Allies, 5:30-5:45 
p.m. 

JULY 27: Archbishop Francis J. L. Beek- 
man, S.T.D., of Dubuque, Iowa took issue 
with some of the points made by Bishop 
Hurley of St. Augustine, Florida in the 
latter's radio address of July 6. This reply 
was under the sponsorship of the America 
First Committee, 10:30-11 :00 p.m. 

JULY 29: Norman Thomas, leader of the 
Socialist Party, talked on the subject, "Is the 
Draft Extension Necessary to National 
Defense?", 10:15-10:30 p.m. 



SPECIAL EVENTS 

JULY 4: Edward R. Murrow and Larry 
Lesueur, CBS correspondents in London, 
broadcast to America from the much- 
bombed cliffs of Dover, 4:30-4:45 p.m. 

JULY 4 and 5: Ted Husing described the 
running of the Demoiselle Stakes and the 
Butler Handicap from Empire City, 4:45- 
5:00 p.m. and 4:30-4:45 p.m. 

JULY 4: President Roosevelt broadcast a 
Fourth of July message to the nation from 
his office in the Franklin D. Roosevelt 
Memorial Library at Hyde Park, 5:00-5:15 
p.m. 

JULY 8: CBS broadcast the 1941 All-Star 
Baseball Game from Briggs Stadium in 
Detroit, 2:15-4:45 p.m. 

JULY 10: "A Report on Britain by Vin- 
cent Sheean" was brought to America listen- 
ers in a special CBS overseas broadcast from 
London, 4:45-5:00 p.m. 

JULY 12: Ted Husing covered the Empire 
City Handicap with a trackside description, 
4:30-4:45 p.m. 



JULY 17: Albert Warner and Eric Sevareidi 
broadcast a description of the Second Selec- 
tive Service Lottery from Washington, 8:00- 
8:15 p.m. and 8:45-8:55 p.m. 

JULY 19: The running of the Fleetwood ^ 
Handicap was broadcast from Empire Cit) 
by Ted Husing, 4:30-4:45 p.m. 

JULY 21 : A recording of President Roose 
velt's message to Congress on the "Exten 
sion of Service of Selectees" was broadcasl 
by CBS, 3:30-3:50 p.m. Albert Warner hac 
previously summarized the message, 1:15- 
1 :25 p.m. ||. 

I 

JULY 22: Lord Halifax, British Ambas 
sador to the U. S., spoke from the Douglas 
Aircraft plant at Santa Monica, California 
4:00^:15 p.m. | 

JULY 26: Ted Husing described the run 
ning of the Yonkers Handicap from Empire 
City, 4:30^:45 p.m. 

JULY 27: Army Chief of Staff, Genera 
George C. Marshall, along with other Arm] 
notables, dedicated the first of 550 nev 
Army cantonment chapels in a broadcas 
from Arlington, Va., 2:35-3:00 p.m. 



NATIONAL BROADCASTING COk»f ANY, INC. 

GENERAL LIBRARY 
30 ROCKEFELLER PLAZA, NEW VORK, N, Y, 



THE COLUMBIA BROADCASTING SYSTEM 

Sales and administrative offices: 485 Madison Avenue, New \ork; • ]o2TVeniont Street. Boston 
410 North Michigan Avenue, Chicago • 902 Fisher Building, Detroit • Mart Building 
St. Louis • 625 Second Avenue, South, Minneapolis • Wilder Building, Charlotte, North 
Carolina • Earle Building, Washington • Columbia Square, Hollywood • Palace Hotel. 
San Francisco • 84 Hallam Street, W. 1, London • Cable address, Columbia, New York 



CBS PROGRAM BOOK- SEPTEMBERJ94I 



JUAN ARViZU and the Trio Flores del Rio, Latin-American favorites iieard exclusively over CBS (see page 26). 



SEPTEHUGIi. I 



THE COLUMBIA 
PROGRAM ROOK 

CBS SPONSORED PROGRAMS: pp. 3 to 15 
WABC SPONSORED PROGRAMS: pp. 13 to 18 
CBS SUSTAINING PROGRAMS: pp. 19 to 28 

Published monthly for advertising executives by 
THE COLUMBIA BROADCASTING SYSTEM 
485 Madison Avenue, New York City, N. Y. 



COLUMBIA NETWORK CLIEIT 



< AUTOMOTIVE 

CHRYSLER CORPOKATION: 

Plymouth, Dodge, DeSoto, 

Chrysler motor cars Page 5 

FORD MOTOR COMPANY: 

Ford cars, trucks, tractors, Mercury, 

Lincoln Page 7 

CIGARETTES & TOBACCO 

AMERICAN TOBACCO COMPANY: 

Lucky Strike Cigarettes .... Page 3 

BROWN & WILLIAMSON TOBACCO CORP. : 

Raleigh Cigarettes Page 4 

LIGGETT & MYERS TOBACCO COMPANY: 

Chesterfield Cigarettes, 

Velvet Cigarette and Pipe Tobacco Page 10 

P. LORILLARD COMPANY: 

Beechnut Cigarettes Page 14 

PHILIP MORRIS & COMPANY, LTD.: 

Philip Morris Cigarettes . . . . Page 11 

R. J. REYNOLDS TOBACCO COMPANY: 
Camel Cigarettes, 

Prince Albert Smoking Tobacco . Page l2 
U. S. TOBACCO COMPANY: 

Dill's Best, Model Tobacco . . . Page 13 
CONFECTIONERY 

AMERICAN CHICLE COMPANY: 

Chiclets & Dentyne Page 13 

CURTISS CANDY COMPANY: 

Candy Page 7 

DOUBLEMINT GUM : 

Doublemint Gum Page 7 

PETER PAUL, INC.: 

Mounds Candy, Ten Crown Gum . Page 14 
SPEARMINT GUM: 

Spearmint Gum Page 12 

DRUGS & TOILET GOODS 

AFFILIATED PRODUCTS, INC.: 

Edna Wallace Hopper Cosmetics, 

Kolynos Page 3 

ANACIN COMPANY: 

Anacin Page 3 



BATHASWEET CORPORATION: 
Bathasweet Products Page ] 

BAYER COMPANY: 

Bayer Aspirin Page 

CAMPANA SALES COMPANY: 
Campana Hand Cream, 
Italian Balm, Dreskin, Coolies, 
D.D.D., Old South Toiletries . . Page 

CHESEBROUGH MANUFACTURING COMPANi 
Vaseline Preparations .... Page 

COLGATE-PALMOLIVE-PEET COMPANY: 

(See also Laundry Soaps) 
Colgate Dental Cream, 
Palmolive Shave Cream, 
Palmolive Brushless Shave, 
Palmolive Soap, 

Colgate Tooth Powder .... Pages 5,i 

COLONIAL DAMES, INC. : 

Cosmetics Page 

EMERSON DRUG CO.: 

Bromo-Seltzer Page 



RICHARD HUDNUT: 
Marvelous Cosmetics . 

IRONIZED YEAST CO., INC. 
Ironized Yeast . . . . 



• Page 

• Page 



JOHNSON & JOHNSON: 

Band-Aid Page 

LADY ESTHER LTD.: 

Face Powder, Face Cream, 

Rouge, Lipstick and Nail Polish . Page 

LEVER BROTHERS COMPANY: 

(See also Foods; Laundry Soaps) 

Lux Toilet Soap, 

Lifebuoy Health Soap, 

Swan Soap Pages 9, 

LOS ANGELES SOAP COMPANY: 

White King Soap, 

Sierra Pine Soap Page 



LUXOR LTD. : 
Luxor Products 



Page 



MAGAZINE REPEATING RAZOR CO.: 

Schick Injector Razors and Blades Page | 

THE PROCTER & GAMBLE COMPANY: 

(See also Laundry Soaps; Foods) 

Ivory Soap Pages 11. '■ 



E. R. SQUIBB & SONS : 
squibb Products . 



VICK CHEMICAL CO.: 
Vicks VapoRub, 
Vicks Va-tro-nol 



i FOODS & BEVERAGES 

ARMOUR & CO.: 

Freet 



SOWEY S, INC. : 

Dari-Rich Products Page 3 

BREAKFAST CLUB COFFEE, INC.: 
Coffee Page 15 

ALIFORNIA FRUIT GROWERS EXCHANGE: 
5unkist Oranges. Lemons . . . Page 4 



Page 13 



Page 13 



Page 3 



CAMPBELL SOUP COMPANY: 
IlampbelTs Soups. Pork and 
3eans, and Tomato Juice . . . Pages 4, 5 
f'ranco-American Macaroni 
Pagi md Spaghetti Page 5 

COCA-COLA COMPANY: 

^oca-Cola Page 5 

CONTINENTAL BAKING COMPANY, INC.: 
Wonder Bread, Hostess Cake . . Page 6 

JENERAL FOODS CORPORATION: 

■ See also Laundry Soaps) 
rape Nuts, Postum, 
Vlinute Tapioca, 
Diamond Crystal Salt, 
Vlaxwell House Coffee, 
ost Toasties, 

3wansdown. Calumet . . . Pages 7, 8 
JV^alter Baker's Chocolate & Cocoa Page 14 

{■JENERAL MILLS, INC.: 

i^heaties. Gold Medal Flour. 
Bisquick Page o 

.EVER BROTHERS COMPANY: 

See also Drugs ; Laundry Soaps) 
jpry Page 10 

ET MILK SALES CORPORATION: 

^et Irradiated Milk Page 11 

'LANTERS NUT & CHOCOLATE COMPANY: 
'lanters Salted Peanuts, 
'lanters Peanut Oil Page 15 

:HE PROCTER & GAMBLE COMPANY: 
See also Toilet Goods; Laundry Soaps) 
^risco Page 12 



LAUNDRY SOAPS & ACCESSORIES 

COLGATE-PALMOLIVE-PEFT COMPANY : 

(See also Toilet Goods) 

Concentrated Super Suds, 

Octagon Products, Crystal White . Page 6 

GENERAL FOODS CORPORATION: 

(See also Foods) 

La France, Satina Page o 

LEVER BROTHERS COMPANY: 

(See also Drugs; Foods) 

Rinso Pages 9, 10 

PACIFIC COAST BORAX CO.: 

20 Mule Team Borax and 

Borax Flakes. Boraxo .... Page 10 

THE PROCTER & GAMBLE COMPANY: 

(See also Toilet Goods; Foods) 

Ivory, Oxydol. Chipso. Duz, 

Dreft ........ Pages 11. 12 

LUBRICANTS 

AMERICAN OIL COMPANY : 

Amoco-Gas, Orange American Gas Page 3 
GENERAL PETROLEUM CORP. OF CALIFORNIA : 
Mobilgas, Mobiloil Page 14 

GULF OIL CORPORATION: 

Motor Oil and Gas Page 8 

SEASIDE OIL COMPANY: 

Seaside Ethyl Gasoline and 

Silverol Motor Oil Page 15 

UNION OIL COMPANY: 

Gas and Oil Page 15 

MISCELLANEOUS 

COMMERCIAL CREDIT COMPANY: 

Automobile Finance Service . . Page 6 
EVERSHARP, INC.: 

Eversharp Pens and Pencils . . Page 7 

INTERNATIONAL SILVER COMPANY: 

International Sterling and 

1847 Rogers Bros. Silverplate . . Page 9 

MACFADDEN PUBLICATIONS, INC. : 

Liberty Magazine Page 14 

PRUDENTIAL INSURANCE COMPANY 
OF AMERICA : 

Insurance Services Page 12 

SOIL OFF MANUFACTURING CO.: 

Cleaning Fluid Page 15 

TEXAS COMPANY: 

L'. S. Defense Stamps and Bonds . Page 13 



Ul time listed on the following pages is current New York time unless otherwise indicated. 




AFFILIATED PRODUCTS, INC. 

(448th Week on CBS) 

The Romance of Helen Trent 

Serial drama 



Mon. thru Fri. 
12:30-12:45 p.m. 
36 CBS stations 

ORIGINATES: WBBM 



Edna Wallace Hopper 
Cosmetics, Kolynos 
Blackett-Sam pie- 
Hummert, Inc. 



AMERICAN OIL COMPANY 

{163rd Week on CBS) 

The Human Side of the News 
by Edwin C. Hill 



Mon., Wed., Fri. 
6:00-6:10 p.m. 
Rebroadcast 
11:00-11 :10 p.m. 
53 CBS stations 
originates: wabc 



Amoco-Gas 

Orange American Gas 

The Joseph Katz 

Company 







W 



AMERICAN TOBACCO COMPANY 

(279th Week on CBS) 



Your Hit Parade 

Mark Warnow's Orchestra, 
Barry Wood, Louise King, 
Hit Paraders Chorus 



HI 



Saturday 
9:00-9:45 p.m. 
Rebroadcast 
12 mid.-12:45 a.m. 
108 CBS stations 

ORIGINATES: WABC 



Lucky Strike Cigarettes 
Lord & Thomas 



ANACIN COMPANY 

(230th Week on CBS) 

Our Gal, Sunday 



Mon. thru Fri. 
12:45-1:00 p.m. 
50 CBS stations 

ORIGINATES: WABC 



Anacin 



Blackett-Sam ple- 
H ummert. Inc. 



ARMOUR & CO. 

(.30th Week on CBS) 

Treat Time 

with Buddy Clark 



Mon., Wed., Fri. 
11:00-11 :15 a.m. 
50 CBS stations 

ORIGINATES: WBBM 



Treet 

Lord & Thomas 



BAYER COMPANY 

(310th Week on CBS) 

Second Husband 

with Helen Menken, presented 
by the Famous Actors' Guild 



Tuesday 
7:30-8:00 p.m. 
76 CBS stations 

ORIGINATES: WABC 



Bayer Aspirin 

Blackett-Sam pie- 
Hummert, Inc. 



BOWEY'S, INC. 

(119th Week on CBS) 

Stars Over Hollywood 

Original drama with Knox 
Manning, MC, and guest stars 



Saturday 
12:30-1:00 p.m. 
Rebroadcast 
1 :30-2 :00 p.m. 
45 CBS stations 

ORIGINATES: KNX 



Dari-Rich Products 
Sorensen & Compan 



3 



OOUCT AND AGEN 



;ROWN & WILLIAMSON TOBACCO Mon. thru Thurs. 
ORPORATION 

'54th Week on CBS) 

Paul Sullivan Reviews 
the News 

(Series ends after Sept. 18) 



I 



6:30-6:45 p.m. 
Rebroadcast 
12 mid.-12:15 a.m. 
1 :00-l :15 a.m. 
32 CBS stations 
originates: whas 



Raleigh Cigarettes 

Batten, Barton, Durstine 
& Osborn, Inc. 



ALIFORMA FRUIT GROWERS 
XCHANGE 

22nd Week on CBS) 

Sunkist Presents Hedda 
Hopper's Hollywood 



Mon., Wed., Fri. 
6:15-6:30 p.m. 
39 CBS stations 

ORIGINATES: KNX 



Sunkist Oranges 
Sunkist Lemons 
Lord & Thomas 




AMPANA SALES COMPANY 

77th Week on CBS) 

First Nighter 

with Barbara Luddy and 

Las Tremayne 

Drama 



Tuesday 
8:30-8:55 p.m. 
51 CBS stations 

ORIGINATES: WBBM 

(Beginning Sept. 19, 
Friday, 9:30-9:55 p.m.) 



Campana Hand Cream, 
Italian Balm, Dreskin, 
Coolies, D.D.D., Old South 
Toiletries 



Aubrey, Moore & 
Wallace, Inc. 



4 



AMPBELL SOUP COMPANY 

52nd Week on CBS) 

Arkansas Traveler 

starring Bob Burns 
(Series begins Sept. 16) 

Amos 'n' Andy 

Serial comedy-drama 



The Man I Married 

Dramatic serial 



Tuesday 
8:30-8:55 p.m. 
Rebroadcast 
12:30-12:55 a.m. 
60 CBS stations 

ORIGINATES: KNX 



Campbell's Soups 

Ruthrauff & Ryan, Inc. 



Mon. thru Fri. 
7:00-7:15 p.m. 
Rebroadcast 
11:00-11 :15 p.m. 
60 CBS stations 

ORIGINATES: KNX 

Mon. thru Fri. 
11:15-11:30 a.m. 
Rebroadcast 
3:00-3:15 p.m. 
56 CBS stations 

ORIGINATES: WABC 



Campbell's Soups 
Campbell's Pork and Beans 
Ward Wheelock 



Company 



Campbell's Soups 
Campbell's Pork and Beans 

Ward Wheelock 

Company 



CAMPBELL SOUP COMPANY 

Continued 

Fletcher Wiley 

Talks 



Mon. thru Fri. 
2:30-2:45 p.m. 
35 CBS stations 

ORIGINATES: KNX 



Lanny Ross 

Songs 



Mon. thru Fri. 
7:15-7:30 p.m. 

Rebroadcast 
11:15-11 :30 p.m. 
57 CBS stations 
(Mon. and Wed. 
56 CBS stations) 
originates: wabc 



Campbell's Soups I 
Campbell's Tomato Juk^ 
Campbell's Pork and B< 
Franco-American Macai 
and Spaghetti 

Ward Wheelock 

Company 

Franco-American 
Macaroni and Spaghetti 
Ruthrauff & Ryan, It 



Sir! 



1 [i^i 

L 



CHESEBROUGH MANUFACTURING 
COMPANY, CONSOLIDATED 

(148th Week on CBS) 



Dr. Christian 

with Jean Hersholt 



Wednesday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11:55 p.m. 
64 CBS stations 

ORIGINATES: KNX 



Vaseline Preparations 
McCann-Erickson, Ii 



CHRYSLER CORPORATION 

(287th Week on CBS) 

Major Bowes' Original 
Amateur Hour 



Thursday 
9:00-10:00 p.m. 
84 CBS stations 

ORIGINATES: WABC 



Plymouth, Dodge, 
DeSoto, Chrysler 

Ruthrauff & Ryan, I, 



mer 



COCA-COLA COMPANY 

(107th Week on CBS) 

Pause That Refreshes 
On the Air 

with Andre Kostelanetz and his 
45-piece orchestra, Albert Spalding, 
and guest soloists 



Sunday 
I 8:00-8:30 p.m. 
^ 114 CBS stations 

ORIGINATES: WABC 

( Beginning Sept. 28, 
4:30-5:00 p.m.) 



Coca-Cola 

D'Arcy Advertising 
Company, Inc. 



COLGATE-PALMOLIVE-PEET 
COMPANY 

(295th Week on CBS) 

I Guy Lombardo and 
i His Orchestra 
f Popular Music 



Saturday 
8:00-8:30 p.m. 
Rebroadcast 
11:00-11 :30 p.m. 
70 CBS stations 

ORIGINATES: WABC 



Colgate Dental Cream 
Ted Bates, Inc. 



OLGATE-PALMOLIVE-PEET 
OMPANY 

^ntinued 

City Desk 

Drama 



Woman of Courage 
' M Serial drama 



Saturday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11:55 p.m. 
68 CBS stations 

ORIGINATES : WABC 



Mon. thru Fri. 
10:45-11:00 a.m. 

Rebroadcast 
3:45^:00 p.m. 
61 CBS stations 

ORIGINATES: WABC 



Palmolive Shave Cream 
Palmolive Brushless Shave 
Ted Bates, Inc. 




Octagon Products 

Ted Bates, Inc. 
Crystal White 

Sherman & Marquette, 

Inc. 



Myrt and Marge 

Serial drama 



Stepmother 

I Serial drama 



Mon. thru Fri. 
10:15-10:30 a.m. 
Rebroadcast 
4:15^:30 p.m. 
79 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
10:30-10:45 a.m. 

Rebroadcast 
4:45-5:00 p.m. 
48 CBS stations 

ORIGINATES: WBBM 



Concentrated Super Suds 
Sherman & Marquette, 
Inc. 



Colgate Tooth Powder 
Sherman & Marquette, 
Inc. 



I Elmer Davis 

i News 



Tues. thru Sun. 
8:55-9:00 p.m. 
90 CBS stations 

ORIGINATES: WABC 



Palmolive Soap 
Ward Wheelock 
Company 



MMERCIAL CREDIT COMPANY 
K. mbth Week on CBS) 

I Bob Trout 

1 News 



Mon., Wed., Fri. 
6:10-6:15 p.m. 
Rebroadcast 
11:10-11 :15 p.m. 
Mon., Wed., Sat. 
11:55-12 mid. 
60 CBS stations 

ORIGINATES: WABC 



Automobile Finance 

Service 

O'Dea, Sheldon & 
Canaday, Inc. 



NTINENTAL BAKING CO., INC. 
k M±nth Week on CBS) 

Maudie's Diary 

with Mary Mason 



Thursday 
7:30-8:00 p.m. 
Rebroadcast 
11 .-30-12:00 mid. 
47 CBS stations 

ORIGINATES: ON TOUR 



Wonder Bread 
Hostess Cake 
Ted Bates, Inc. 





CURTISS CANDY COMPANY 

{49th Week on CBS) 

News 

t with Jackson Wheeler 



Sat., Sun. 
11:00-11:05 a.m. 
39 CBS stations 

ORIGINATES: WABC 



Candy 

C. L. Miller Compan,' 



4 I* 



DOUBLEMINT GUM 

1481st Week on CBS) 

Melody Ranch 

with Gene Autry 

Western dramatic series 



Sunday 

6:30-6:55 p.m. 
70 CBS stations 
originates: knx 



Doublemint Gum 
/. Walter Thompson 
Company 



EMERSON DRUG COMPANY 

(70th Week on CBS) 

Vox Pop 

with Parks and Wally 
Quiz 



Monday 

8:00-8:30 p.m. 

53 CBS stations 

Rebroadcast 

( Begins Sept. 29, with 

addition of 13 CBS 

Stations) 

12 mid.-12:30 a.m. 
originates: on tour 



Bromo-Seltzer 

Ruthrauff & Ryan, I) 



EVERSHARP, INC. 

(101st Week on CBS) 

Take It or Leave it 

with Bob Hawk, mc; David Ross 

Quiz 



Sunday 

10:00-10:30 p.m. 
60 CBS stations 
originates: wabc 



Eversharp Pens and Per 
The Blow Company 



FORD MOTOR COMPANY 

(386th Week on CBS) 

Ford Summer Hour 

Ford Symphony and Rhythm 
Orchestras and Chorus, 
guest conductors and soloists 

With Talks by Linton Wells 

(To be replaced by Sunday Evening Hour, 

Sept. 28) 



Sunday 

9:00-10:00 p.m. 
56 CBS stations 
originates: wjr 



Ford motor cars, trucks 
and tractors 
Mercury 
Lincoln 

McCann-Erickson, h 



GENERAL FOODS CORPORATION 

(328th Week on CBS) 

We, the People 

with Burgess Meredith 
Real-life experiences 

Claudia and David 

with Patricia Ryan 
and Richard KoUmar 



Tuesday 
9:00-9:30 p.m. 
Rebroadcast 
12 mid.-12 :30 a.m. 
79 CBS stations 
originates: wabc 

Friday 

8:00-8:30 p.m. 
Rebroadcast 
12 mid.-12:30 a.m. 
87 CBS stations 
originates : wabc 



Grape Nuts 

Young & Ruhicam, I \ 



Grape Nuts 

Young & Rubicam, I . a 



GENERAL FOODS CORPORATION 

Continued 

, Kate Smith Speaks ; News 

) Talks and news 



t Joyce Jordan, Girl Interne 

i Serial drama 



Mon. thru Fri. 
12:00-12:15 p.m. 
79 CBS stations 
originates: kate 
smith's camp, 
lake placid 

Mon. thru Fri. 
2:15-2:30 p.m. 

Rebroadcast 
6:30-6:45 p.m. 
72 CBS stations 

ORIGINATES: WABC 



RODUCT AND AGE 



Swansdown Cake Flour 
Calumet 

Young & Rubicam, Inc. 
Diamond Crystal Salt 

Benton & Bowles, Inc. 

La France 
Satina 

Minute Tapioca 
Postum 

Young & Rubicam, Inc. 



i Young Dr. Malone 

i Serial drama 



Kate Hopkins 

Serial drama 



;eneral mills, inc. 

380th Week on CBS) 

By Kathleen Norris 

Dramatization of her novels 



Mon. thru Fri. 
2:00-2:15 p.m. 
Rebroadcast 
7:15-7:30 p.m. 
85 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
2:45-3:00 p.m. 
50 CBS stations 

ORIGINATES: WABC 



Mon. thru Fri. 

10:00-10:15 a.m. 
32 CBS stations 

ORIGINATES: WABC 



Post Toasties 

Benton & Bowles, Inc. 



Maxwell House Coffee 
Benton & Bowles, Inc. 



Wheaties 

Knox Reeves 
Advertising, Inc. 



Hymns of All Churches 

with Joe Emerson 



Betty Crocker 

Homemaker program 



Mon., Tues., Thurs. 
9:45-10:00 a.m. 
Rebroadcast 
5:00-5 :15 p.m. 
34 CBS stations 

ORIGINATES: WBBM 

Wed., Fri. 
9:45-10:00 a.m. 
Rebroadcast 
5:00-5:15 p.m. 
34 CBS stations 

ORIGINATES: WBBM 



Gold Medal Flour 
Blackett-Sample- 
Hummert. Inc. 



Bisquick 

Blackett-Sample- 
Hummert, Inc. 



ULF OIL CORPORATION 

i95th Week on CBS) 

; World News Tonight 

I News 

I (To be replaced by Screen Guild 
I Theater, Sept. 28) 



Sunday 

7:30-8:00 p.m. 
79 CBS stations 

ORIGINATES: WABC 



Motor Oil and Gas 

Young & Rubicam, Inc. 



NT AN 



NO AG 



INTERNATIONAL SILVER COMPANY 

{182nd Week on CBS) 

Silver Theater Summer Show 

with Ed Sullivan, Will Bradley 
and his orchestra, Terry Allen, 
Ray McKinley and others 



Sunday 

6:00-6:30 p.m. 
26 CBS stations 

ORIGINATES: WABC 



International Sterling ar I 
1847 Rogers Bros. 
Silverplate 

Young & Ruhicam, In 



IRONIZED YEAST CO., INC. 

(106th Week on CBS) 

Are You a Missing Heir? 

Drama 



Tuesday 
8:00-8:30 p.m. 
Rebroadcast 
11:30-12 mid. 
74 CBS stations 

ORIGINATES: WABC 



Ironized Yeast 

Ruthrauff & Ryan, h 



JOHNSON & JOHNSON 

{22nd Week on CBS) 

Voice of Broadway 

with Dorothy Kilgallen 
and guest stars 



Saturday 
11:30-11:45 a.m. 
Rebroadcast 
2:30-2 :45 p.m. 
58 CBS stations 

Tuesday 
6:15-6:30 p.m. 
68 CBS stations 
originates: wabc 



Band-Aid 

Young & Rubicam, /r, 



LADY ESTHER, LTD. 

(404th Week on CBS) 

Lady Esther Serenade 

with Freddy Martin and His 

Orchestra 

Popular music 

(To be replaced by Orson Welles, 
Sept. 15) 



Monday 

10:00-10:30 p.m. 
63 CBS stations 
originates: wabc 



Face Powder, Face Crea 
Rouge, Lipstick and 
Nail Polish 

Pedlar & Ryan, Inc. 



LEVER BROTHERS COMPANY 

(318th Week on CBS) 

Lux Radio Theater 

Cecil B. DeMille, director, 
with stars of stage and screen 
Drama 

(Series resumes Sept. 8) 

Hollywood Premiere 

with Louella Parsons and guest stars 
Drama 

Grand Central Station 



Drama 




Monday 

9:00-10:00 p.m. 
65 CBS stations 
30 CBC stations 

ORIGINATES: KNX 



Friday 

9:30-10:00 p.m. 
70 CBS stations 

ORIGINATES: KNX 

Wednesday 

8:00-8:30 p.m. 

Rebroadcast 

12 mid.-12:30 a.m. 

53 CBS stations 

30 CBC stations 

ORIGINATES: WABC 



Lux Toilet Soap 

/. Walter Thompson 
Company 



Lifebuoy Health Soap 
William Esty & 
Company, Inc. 

Rinso 

Ruthrauff & Ryan, h ■ 



ODUCT AND AGEN 



£VER BROTHERS COMPAIVY 

'ontinued 

Bright Horizon 

with Joe Julian 
Serial drama 

Aunt Jenny's Real Life Stories 

Dramatic sketches 



Big Sister 

j with Alice Frost 
Serial drama 



Mon. thru Fri. 

11:30-11:45 a.m. 
Rebroadcast 
2:00-2:15 p.m. 
34 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
11:45-12:00 noon 
Rebroadcast 
2:15-2:30 p.m. 
61 CBS stations 
originates: wabc 

Mon. thru Fri. 

12:15-12:30 p.m. 
73 CBS stations 
31 CBC stations 

ORIGINATES: WABC 



Swan Soap 

Young & Rubicam, Inc. 




Spry 

Ruthrauff & Ryan, Inc. 



Rinso 

Ruthrauff & Ryan, Inc. 



JGGETT & MYERS TOBACCO 
:OMPANY 

t62nd Week on CBS) 

■ Glenn Miller and His Orchestra 

i with Paula Kelly, Ray Eberle, 
I and the Modernaires 

I Professor Quiz 

'} with Bob Trout 

i Questions and answers 
I 



Tues., Wed., Thurs. 
10:00-10:15 p.m. 
98 CBS stations 

ORIGINATES: WABC 



Thursday 
10:15-10:45 p.m. 
69 CBS stations 

ORIGINATES: WABC 



Chesterfield Cigarettes 
N ewell-Emmett Co.. Inc. 



Velvet Pipe and Cigarette 
Tobacco 

Neuell-Emmett Co., Inc. 



•UXOR, LTD. 

Oth Week on CBS) 

\ Wayne King and His Orchestra 

s Music 



Saturday 
7:30-8:00 p.m. 
35 CBS stations 

ORIGINATES: WBBM 



Luxor Products 
Lord & Thomas 



AGAZINE REPEATING RAZOR 
OMPANY 

Duffy's Tavern 

starring Ed Gardner as "Archie", 
Shirley Booth, John Kirby's Band, 

J guest stars 

' (Series resumes Sept. 18) 



Thursday 

8:30-8:55 p.m. 

Rebroadcast 

12 mid.-12:25 a.m. 

55 CBS stations 

ORIGINATES: WABC 



Schick Injector 
Razors and Blades 
/. M. Mathes, Inc. 



lACIFIC COAST BORAX CO. 

\th Week on CBS) 
\ 

\ Death Valley Days 

Drama 



Thursday 
8:00-8:30 p.m. 
Rebroadcast 
12:30-1 :00 a.m. 
58 CBS stations 

ORIGINATES: WABC 



20 Mule Team Borax, 
Boraxo 

20 Mule Team Borax 
Flakes 

McCann-Erickson, Inc. 



10 



PET MILK SALES CORPORATION 

{407th Week on CBS) 

Saturday Night Serenade 
Bill Perry, tenor; Jessica 
Dragonette, soprano ; Bob Trout, 
Gustave Haenschen's Orchestra 
and Chorus 

Mary Lee Taylor 

home economist 
Household advice 



Saturday 
9:45-10:15 p.m. 
55 CBS stations 

ORIGINATES : WABC 



Tues. and Thurs. 
11:00-11 :15 a.m. 
Rebroadcast 
1:45-2 :00 p.m. 
62 CBS stations 

ORIGINATES: KMOX 



Pet Irradiated Milk 
Gardner Advertising 
Company 



PHILIP MORRIS & COMPANY, LTD. 

(265th Week on CBS) 

The Philip Morris Playhouse 

Directed by Charles Martin with 
guest stars and Ray Block's 
Orchestra 
Dramas 

The Crime Doctor 

Dramatic, programs 



h uram 



Friday 

9:00-9:30 p.m. 
Rebroadcast 
11 .30 p.m.-12 mid. 
83 CBS stations 

ORIGINATES: WABC 



Sunday 

8:30-8:55 p.m. 
Rebroadcast 
11 .00-11 :25 p.m. 
62 CBS stations 

ORIGINATES: WABC 



Philip Morris Cigarettes 
The Biow Company, 




THE PROCTER & GAMBLE CO. 

1. i.358th Week on CBS) 

The Story of Mary Marlin 

Serial drama 
The Goldbergs 

Serial drama 



The O'Neills 

Serial drama 

Life Can Be Beautiful 

Serial drama 




Mon. thru Fri. 
5:00-5:15 p.m. 
17 CBS stations 

ORIGINATES: WBBM 

Mon. thru Fri. 
5:15-5:30 p.m. 
16 CBS stations 

7 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
5:30-5:45 p.m. 
34 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
1:00-1 :15 p.m. 
48 CBS stations 

ORIGINATES : WABC 



Ivory Snow 

Benton & Bowles 



Duz 

Compton Advertisini 
Inc. 

Dreft 

Blackett-Sam ple- 

Hummert, Inc. 
Ivory Soap 

Compton Advertisini 

Inc. 

Ivory Soap 

Compton Advertisan 
Inc. 



ODUCT AND AGENCY 



THE PROCTER & GAMBLE CO. 

'.ontinued 
Woman in White 

Serial drama 

Right to Happiness 

Serial drama 



Road of Life 

Serial drama 



Mon. thru Fri. 
1:15-1 :30 p.m. 
50 CBS stations 
25 CBC stations 

ORIGINATES : WBBM 

Mon. thru Fri. 
1:30-1 :45 p.m. 
46 CBS stations 
17 CBC stations 

ORIGINATES : WBBM 

Mon. thru Fri. 
1:45-2 :00 p.m. 
25 CBS stations 

ORIGINATES: WBBM 




Oxydol 

Blackett-Sam pie- 
Hummert, Inc. 



Crisco 

Compton Advertising, 
Inc. 

Chipso 

Pedlar & Ryan, Inc. 



fRUDENTIAL INSURANCE 
lOMPANY OF AMERICA 

\18th Week on CBS) 

Prudential Family Hour 

with Gladys Swarthout and 
Deems Taylor, Al Goodman's 
Orchestra, Ross Graham, and 
a chorus of mixed voices 



Sunday 

5:00-5:45 p.m. 
59 CBS stations 

ORIGINATES: WABC 



Insurance Services 

Benton & Bowles, Inc. 



. J. REYNOLDS TOBACCO 
OMPANY 

\l35th Week on CBS) 
\ Blondie 

; with Penny Singleton and 

Arthur Lake 
I Domestic comedy 

Penthouse Party 

starring Ilka Chase, Yvette and 
Paul Baron's Orchestra 
J Variety 



I 



Monday 
7:30-8:00 p.m. 
Rebroadcast 
10:30-11 :00 p.m. 
77 CBS stations 
originates: knx 



Friday 

10:00-10:30 p.m. 
96 CBS stations 
originates: wabc 



Camel Cigarettes 

Prince Albert Smoking 

Tobacco 

William Esty & 
Company, Inc. 



Camel Cigarettes 
William Esty & 
Company, Inc. 



PEARMINT GUM 

SOth Week on CBS) 

Dear Mom 

with John Walsh, Dolph Nelson, 
Marvin Mueller and Eloise Kummer 
Drama 

Ben Bernie 



Sunday 

6:55-7:15 p.m. 

69 CBS stations 

ORIGINATES: WBBM 



Mon. thru Fri. 
5:45-6:00 p.m. 
79 CBS stations 

ORIGINATES: WBBM 



Spearmint Gum 

Arthur Meyerhoff & Co. 



12 



E. R. SQUIBB & SONS 

(61st Week on CBS) 

Golden Treasury of Song 

with Frank Parker and 
David Ross 
Music and poetry 



Mon. thru Fri. 
3:15-3:30 p.m. 
35 CBS stations 
(41 on Wednesday) 

ORIGINATES: WABC 

( Beginning Sept. 29 
Mon., Wed., Fri. 
6:30-6:45 p.m.) 



Squibb Products 
Geyer, Cornell & 
Newell, Inc. 



I 



TEXAS COMPANY 

(223rd Week on CBS) 

Treasury-Hour — 
Millions for Defense 

The Texas Company donates its sum- 
mer period, and America's greatest 
radio, stage and screen stars their 
talents, in behalf of the sale of U. S. 
Defense Bonds. Earle McGill directs 
the new series, of which Howard Dietz 
is Coordinator-Chairman; music is 
furnished by Al Goodman's orches- 
tra, Ray Block's chorus, and Barry 
Wood; Larry Elliott announces. 



COLUMBIA 
PACIFIC 
NETWORK 



Wednesday 
9:00-10:00 p.m. 
85 CBS stations 

ORIGINATES: 
WABC & KNX 



U. S. Defense 
Stamps and Bonds 

Buchanan & Co. 



U. S. TOBACCO COMPANY 

(327th Week on CBS) 

Gay Nineties Revue 

starring Beatrice Kay, 
Joe Howard, MC, Billy M. Greene, 
Florodora Girls, Elm City Four, 
Jenny Lynn 



Monday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11:55 p.m. 
62 CBS stations 
originates: wabc 



Dill's Best 
Model Smoking Tobacd' 
Arthur Kudner, Inc. 



VICK CHEMICAL COMPANY 

(103rd Week on CBS) 

News For Women 
with Andre Baruch 



Mon., Wed., Fri. 
3:00-3:15 p.m. 
14 CBS stations 

ORIGINATES: WABC 



Vicks VapoRub 
Vicks Va-tro-nol 

Morse International, 

Inc. 



AMERICAN CHICLE COMPANY 

(26th Week on CBS) 

By the Way 
with Bill Henry 



Tues., Fri. 
9:30-9:45p.m.PST 
originates: knx 



Chiclets & Dentyne 
Badger, Browning 
& Hersey, Inc. 



13 



BATHASWEET CORPORATION 

tmh Week on CBS) 



Tues., Thurs. 
7:30-7:45 a.m. pst 
originates: knx 



Bob Garred Reporting 

News 



lb 



Bathasweet Products 
H. M. Kiesewetter 
Advertising Agency | 



i 



COLONIAL DAMES, INC. 

{91st Week on CBS) 

"Find the Woman" 

with Knox Manning 




KKUUUUI ANU Alit 



Sunday 

7:25-7:30 p.m. pst 
originates: knx 



Cosmetics 

Glasser, Gailey & Co. 



COLUMBIA 

PACIFIC 

NETWORK 



GENERAL FOODS CORPORATION 

i328th Week on CBS) 

The Second Mrs. Burton 

Dramatic serial 



GENERAL PETROLEUM 
CORPORATION OF CALIFORNIA 

(36th Week on CBS) 

I Was There 



Mon. thru Fri. 
3:00-3:15 p.m. pst 
originates: knx 



Sunday 

9:00-9:30 p.m. pst 
originates: knx 



Walter Baker's 
Chocolate and Cocoa 
Benton & Bowles, Inc. 



[obilgas, Mobiloil 
Smith & Drum, Inc. 



RICHARD HUDNUT 

(88th Week on CBS) 

Hollywood Showcase 



Tuesday 

8:30-9:00 p.m. pst 
originates: knx 



Marvelous Cosmetics 
Benton & Bowles, Inc. 



i 



P. LORILLARD COMPANY 

i275th Week on CBS) 

Don't Be Personal 

with Art Baker 

Quiz 



Sunday 

8:30-9:00 p.m. pst 
originates: knx 



I 



Beechnut Cigarettes 

Lennen & Mitchell, Inc 



LOS ANGELES SOAP COMPANY 

'lOIst Week on CBS) 

Knox Manning 

News 



Mon. thru Fri. 
7:30-7:45 a.m. 
Rebroadcast 
2:00-2:15 p.m. 
originates: knx 



White King Soap 
Sierra Pine Soap 

Raymond R. Morgan Co. 



MACFADDEN PUBLICATIONS, INC. 

'281st Week on CBS) 

Boh Garred Reporting 

News 



Mon., Wed., Fri. 
7:30-7:45 a.m. pst 

ORIGINATES: KNX 



Liberty Magazine 
Erwin Wasey & Co. 



PETER PAUL, INC. 

Wth Week on CBS) 

Bob Garred Reporting 

News 



Mon., Wed., Fri. 
4:45-4:55 p.m. pst 
originates: knx 



Mounds Candy 
Ten Crown Gum 

Brisacher, Davis 

& Staff 



14 



COLUMBIA 
PACIFIC 
NETWORK 

Continued 



PLANTERS NUT AND 
CHOCOLATE COMPANY 

(48th Week on CBS) 



What's On Your Mind? 



Monday 

8:00-8:30 p.m. PST 
originates: knx 



Planters Salted Peanuts 
Planters Peanut Oil 
Raymond R. Morgan I 



SOIL OFF MANUFACTURING 
COMPANY 

(31st Week on CBS) 

Bob Garred Reporting 

News 



Thursday 

4:45-4:55 p.m. pst 
Saturday 

7:30-7:45 a.m. pst 
originates: knx 



Cleaning Fluid for 
Walls and Woodwork 

Hillman-Shane 

Advertising Agency, I. 



COLUMBIA 

CALIFORNIA BREAKFAST CLUB COFFEE, INC. Mon., Wed. Breakfast Club Coffee 

NETWORK (35th WeehonCBS) 9:45-10:00 a.m. pst Lockwood-Shacklefc 
Voice of Friendship '^^^ Advertising Agency 

with Rita Murray 



SEASIDE OIL COMPANY 

(21st Week on CBS) 

Seaside Spelling Bee Liner 



Sunday 

4:30-4:55 p.m. pst 
originates: knx 



Seaside Ethyl Gasoline ai 
Silverol Motor Oil 

The McCarty Compan 





UNION OIL COMPANY 

(40th Week on CBS) 

Nelson Pringle 

News Analysis 


Mon. thru Fri. 
7:45-8:00 a.m. pst 
originates: knx 


Gas and Oil 

Lord & Thomas i 


WABC 








SPONSORED 


AMERICAN CHICLE COMPANY* 


Mon. thru Sat. 


Chiclets and Dentyne • 


PROGRAMS 


(53rd Week on WABC) 


8:00-8:01:30 a.m. 


Badger, Browning & 




Announcements 




Hersey, Inc. j 




AMERICAN CIGARETTE & 
CIGAR CO.* 

(28th Week on WABC) 


Mon. thru Sat. 
8:20-8:25 a.m. 


Pall Mall Cigarettes J 
Ruthrauff & Ryan, J 
Inc. 



Modern Design Music 



15 



ODUCT AND AGENCi 



I 



EN MARDEN'S RIVIERA 

[0th Week on W'ABC) 

Music of Today 

Sports News 

with Warren Sweeney 



Mon., Wed., Fri. 
8:15-8:20 a.m. 



Tues., Thurs. 
6:10-6:15 p.m. 
Saturday 
5:55-6:00 p.m. 



Ben Marden's Riviera 
/. R. Kupsick Advertis- 
ing Agency, Inc. 




OOK HOUSE FOR CHILDREN 

'8th Week on WABC) 



Woman's Page of the Air 



with Adelaide Hawley 
Participations 



Tues. and Thurs. 
8:45-9:00 a.m. 
Sept. 22-26, 
Mon., Wed., Fri. 
Beginning Sept. 29, 
Mon. thru Thurs. 



Book House 

Presba, Fellers & 
Presba, Inc. 



•HE BORDEN COMPANY* 
PIONEER DIVISION) 

mh Week on WABC) 

Announcements 

(Series ends after Sept. 6) 



Wed., Fri., Sat. 



Reid's Ice Cream 



6 :45-6 :46 :30 p.m. Pedlar & Ryan, Inc. 



WABC 

SPONSORED 
PROGRAMS 



i 



(ULOVA WATCH COMPANY 

mth Week on WABC) 

Time Signals 



m 



Sun. thru Sat. 
10 Times Daily 



Bulova Watches 
The Biow Company 



[fHESEBROUGH MANUFACTURING 
OMPANY, CONSOLIDATED* 

^th Week on WABC) 

Announcements 



Mon., Tues., Thurs. 
6:45-6:46:30 p.m. 



Vaseline Preparations 
McCann-Erickson, Inc. 



'REZMA, INC. 

Hth Week on WABC) 

Lessons in Loveliness 
with Nell Vinick 



■ 



Tues., Thurs., Sat. 
8:25-8:30 a.m. 
Tues., Thurs. 
11:00-11 :15 a.m. 

(Begins Sept. 9) 



'Drezma" Cosmetics 
Blaine-Thompson Co., 
Inc. 



LORIDA CITRUS COMMISSION* 

Hh Week on WABC) 

Arthur Godfrey 

Participations 



Mon. thru Sat. 
7:00-7:15 a.m. 



Florida Citrus Fruit 
Arthur Kudner, Inc. 



n addition to number of weeks in which the client has used CBS Network facilities. 



16 



WABC 
SPONSORED 
PROGRAMS 

Continued 



KRUG BAKING COMPANY 

(89th Week on WABC) 

Woman's Page of the Air 

with Adelaide Hawley 
Participations 



Mon. thru Fri. 
8:45-9:00 a.m. 



Bakery Products 
and Coffee 

Elmer L. Cline 



McKESSON & ROBBINS, INC.* Mon. thru Fri. 

{18th Week on WABC) 3:55-4:00 p.m. 

Afternoon News 



Calox Tooth Powder 
/. D. Tarcher & Co., 



MELVILLE SHOE COMPANY 

(146th Week on WABC) 

Early Morning News 



Mon. thru Sat. 
7:45-8:00 a.m. 



Thom McAn Shoes 
Neff-Rogow, Inc. 



JOHN MORRELL AND COMPANY 

, (3rd Week on WABC) 

I The Missus Goes A-Shopping 

Quiz 



Tues., Thurs., Sat. 
8:30-8:45 a.m. 



E-Z Cut Ham 

Henri, Hurst and _ 
McDonald, Inc. 



NEW YORK STATE BUREAU OF 
MILK PUBLICITY 

Woman's Page of the Air 

with Adelaide Hawley 

Participations 

(Starts Sept. 29) 



Mon. and Wed. 
8:45-9:00 a.m. 



Milk and Milk Produel 
/. M. Mathes, Inc. 



NOXZEMA CHEMICAL CO., INC.* 

Battle of the Boroughs 

Quiz 

(Series resumes Sept. 13) 



Saturday 
9:45-10:15 p.m. 



Noxzema Products 
Ruthrauff & Ryan, . i 



O'SULLIVAN RUBBER COMPANY 

(3rd Week on WABC) 

Arthur Godfrey 

Participations 



PEPSI-COLA COMPANY* 

{58th Week on WABC) 

The Missus Goes A-Shopping 

Quiz 



Mon., Wed., Fri. 
7:00-7:15 a.m. 



Mon., Wed., Fri. 
8:30-8:45 a.m. 



O'Sullivan Rubber He< j 
Bermingham, Castlei 
and Pierce 



Pepsi-Cola 

Newell-Emmett, Inc\ 




17 



*In addition to number of weeks in which the client has used CBS Network facilities. 



DUCT AND AGE 



PETER PAUL COMPANY* 

(78th Week on WABC) 

Early Riser's News 
News 

with John Reed King 



Mon., Tubs., Wed., 
Fri. 

6:30-6:35 a.m. 

Tues., Thurs. 
6:00-6:10 p.m. 
Saturday 
6:00-6:05 p.m. 



Mounds 

Ten Crown Charcoal Gum 
Plait-Forbes, Inc. 



WABC 

SPONSORED 
PROGRAMS 



QUAKER OATS COMPANY* 

Transcriptions 

(Starts Sept. 29) 



Mon. thru Sat. 
8:15-8:20 a.m. 



Aunt Jemima Pancake Flour 
Sherman K. Ellis & Co., 
Inc. 



S. A. SCHONBRUUN AND CO., INC. Mon., Wed., Fri. 



Sports News 
with Warren Sweeney 
(Starts Sept. 22) 



6:10-6:15 p.m. 



Savarin Coffee 



M. H. Hackett, Inc. 



SELECT THEATRES CORR 

{52nd Week on WABC) 

Announcement 



Mon., Tues., Wed. 
11:58:50 p.m.- 
12 mid. 



"Hellzapoppin" 
Elaine-Thompson 
Co., Inc. 



SMITH BROTHERS* 
Arthur Godfrey 

(Starts Sept. 30) ^Hll 


Mon., Wed., Fri. 
7:30-7:45 a.m. 

I 


"SB"Cough Drops and 
Cough Syrup 

/. D. Tarcher & Co., Inc. 


SOCONY- VACUUM OIL CO., INC.* 


Mon. thru Sat. 


Gasoline, Oil and 


(5th Week on WABC) 


10:45-11:00 p.m. 


Specialties 


News Jjg/I^^ 




/. Stirling Getchell, Inc. 


with Mark Hawley ^^I^H 


k m 




WEST DISINFECTING COMPANY 

f2Ist Week on WABC) 


Mon., Wed., Fri. 
8:25-8:30 a.m. 


CN 

Moser & Cotins, Inc. 



It Takes a Woman 



with Frances Scott 



addition to number of weeks in which the client has used CBS Network facilities. 



18 



CBS SUSTAIinfi PROfiRAMS 



are chosen because they are timely, exciting, and balanced. These 
three standards of selection produce a diverse, flexible program 
schedule, carefully designed to win and retain the interest of mil- 
lions of listeners. To maintain its flexibility— to continue to present 
the most highly contemporary and most stimulating sustaining pro- 
grams on the air— Columbia finds it necessary in the course of the 
month to alter some details in the following schedule. These day- 
to-day and even hour-to-hour changes are reported, when possible, 
in local newspaper radio listings. 

For your convenience, the Columbia sustaining programs listed 
on the following pages are grouped in these classifications: 



1. NEWS BROADCASTS Page 20 

2. DRAMATIC SERIES . Page 21 

3. NATIONAL DEFENSE Page 21 

4. LIGHT ENTERTAINMENT Page 22 

5. SERIOUS MUSIC ' Page 23 

6. EDUCATIONAL PROGRAMS Page 25 

7. CHILDREN'S PROGRAMS Page 26 

8. PERSONALITIES Page 26 

9. RELIGIOUS BROADCASTS Page 27 

CBS SHORT WAVE BROADCASTS Page 28 

ADDENDA : august programs Page 29 



News Summaries, Analyses 
and Broadcasts from Europe 

SCHEDULED PERIODS 
MONDAY THRU SUNDAY 



Columbia's staff of air reporters in European 
capitals, in New York, and in Wasliington cover 
the second world war according to a regular 
pattern of summaries, analyses, and news 
broadcasts from Europe. In addition to this 
daily schedule, CBS is prepared at any time to 
bring its audience immediate reports of signifi- 
cant unexpected events. The schedule is sup- 
plemented and sharpened by frequent addresses 
by public figures, historians, and political or 
military experts. The schedule: 

News Broadcasts: Edward R. Murrow, Charles 
Collingwood, Larry Lesueur from London; 
Harry W. Flannery and Howard K. Smith from 
Berlin ; Erskine Caldwell and Winston Burdett 
from Moscow; Charles Barbe from Berne; 
Bernard Valery from Stockholm; Cecil Brown 
from Singapore; Edward Chorlian from 
Cairo; Farnsworth Fowle from Ankara; Her- 
bert Clark from Buenos Aires; W! R. Wills 
from Tokyo; William Dunn in the Far East; 
Elmer Davis, Bob Trout, Linton Wells, Major 
G. E Eliot, William L. Shirer, Spencer Wil- 
liams from New York; Albert Warner, Eric 
Sevareid, John Charles Daly from Washing- 
ton: 8:00-8 :15a.m., Monday THRU SATURDAY; 
6:45-7:00 p.m., Monday thru Saturday; 
9:00-9:15 a.m., Sunday thru Saturday; 
10:45-11:00 p.m., Monday thru Saturday. 

News Summaries: 6:30, 9:00 a.m., 3:55 p.m., 
12:55 a.m., Monday thru Saturday; 6:00 
p.m., SATURDAY ; 2 :30 p.m., 12 :55 a.m., SUNDAY. 

News Analyses: Linton Wells, 12:00-12:05 
a.m., MONDAY thru SATURDAY; Elmer Davis, 
8:55-9:00 p.m., MONDAY; 6:30-6:45 p.m., 
SATURDAY; Albert Warner, 6:00-6:10 p.m., 

TUESDAY AND THURSDAY. 

Sports News: 6:10 p.m., Tuesday, Thursday; 
5:55 p.m., Saturday. 

(See also sponsored news programs.) 



NEWS 
BROADCASTS 

Continued 



DRAMATIC 
SERIES 



Headlines and Bylines 
11:00-11 :15 p.m. 

EACH SUNDAY 



Columbia Workshop 

10:30-11 :00 p.m. 

EACH SUNDAY 



SCRIP 



In this Sunday evening period of news analjfl 
sis, Major George Fielding Eliot stressej 
the military aspects of war in Europe, All 
Warner describes the Washington scene, anJ 
Bob Trout analyzes the week's news generally! 



The Columbia Workshop remains the foremos 
program on the air devoted to experimenta 
broadcasting. Starting with the first broadcas] 
in May, Norman Corwin returned as authoj 
director in an ambitious, original series call 
"26 by Corwin." 

SEPTEMBER 7: "Anatomy of Sound". 



NATIONAL 
DEFENSE 



Jones and I 

10:00-10:30 a.m. 

EACH SATURDAY 
(Beginning Sept. 13) 




The Life of Riley 
11:05-11:30 a.m. 

EACH SATURDAY 



Report to the Nation 
9:30-10:00 p.m. 

EACH TUESDAY 



Proudly We Hail 

8:30-8:55 p. m. 

EACH FRIDAY 



Here is a light and refreshing new addition t(i 
Columbia's Saturday morning dramatic schedn 
ule. The story revolves around the doings of j 
young couple, after the girl proposes marriageJ 
Scott Farnworth doubles as author and malt 
lead for the series, while Stuart Buchanaiii 
directs. 



Famous stage and screen actor Lionel Stander 1 
supported by a talented cast, stars in a comedy<l 
drama. The series is directed by Leonardrj 
Bercovici, and written by Mr. Bercovici anc] 
Bob Sloan. 



This informal, factual series brings the Amer 
^ ican people a report each week on the insidt 
workings of their government. Each prograir 
describes the government's operation in £ 
problem or event rich in public interest. Thf^ 
series is produced by Brewster Morgan. 



The stories of our progress in defense produc- 
tion are dramatically told week by week by £ 
cast of entertainment celebrities and govern ' 
ment experts. Brewster Morgan directs, Ro): 
Bargy conducts. ' 



21 



1 

I 




MM 


NATIONAL 
DEFENSE 




f 


30-5:00 p.m. ^|^^H 

ICH SUNDAY 


Broadcast in the interest of national defense, 
this new series singles out each week a unit of 
the Army, Navy or Marines and, in dramatic 
form, traces its history and development. 
Brewster Morgan directs the program which 
is written by Willis Cooper. The narrator is 
Burgess Meredith. 




: f ailing Pan-America j^^^ 

1 ,:00-4 :30 p.m. 

i I^CH SATURDAY lURP 


The Columbia Broadcasting System takes an- 
other step toward bringing the Americas closer 
together through radio. Heard throughout the 
western hemisphere, this new series originates 
in a different capital each week, "calls" a dif- 
ferent nation to the microphone with a vivid 
radio-picture of its daily life and culture. 






\ 

i 


•he People's Platform 

:00-7:30p.in. 

iCH SATURDAY 


Lyman Bryson entertains four Americans at 
dinner and draws them into an extempora- 
neous discussion of current problems and an 
informal exchange of ideas. 


LIGHT 
ENTERTAIN- 
MENT 


j 


ti 

-I. 


merican Cruise 
:30-8 :55 p.m. 

VCH THURSDAY ^^^m 
Series ends after Sept. 11) 


Frances Langford and Dick Powell are the 
singing leads in this unusual story placed 
aboard a mythicalAmerican liner making calls 
in the various ports of the Pan American 
nations. The series is broadcast in the United 
States and short waved to Latin America. 


1 


k:: 


latinee at Meadowbrook 

•00-5-55 D m 

'\CH SATURDAY 


Jackson Wheeler is Jive Master, Helen Lewis 
in charge of adding confusion, in this series 
from Meadowbrook, popular New Jersey re- 
sort. Top-notch bands appear on the program, 
which Perry Lafferty produces. 






re?: 

at. 


-i— 

!url Ives Coffee Club 

D:30-ll:00 a.m. 

ACH SATURDAY 


Burl Ives plays host to a circle of musical 
personalities with varied talents. Among the 
"regulars" are Juan Arvizu, Walter Gross, 
Genevieve Rowe and the Golden Gate Quartet. 






i ■ 


,Lenfro Valley Folks 
fl:30-3:45 p.m. 

ONDAY THRU FRIDAY 


Inhabitants of the Kentucky hills provide the 
talent for this program of folk songs, which is 
broadcast from an old-time log cabin settle- 
ment in the heart of the Renfro Valley. 




22 







LIGHT 
ENTERTAIN- 
MENT 

Continued 



SERIOUS 
MUSIC 



What's New At The Zoo? 

12 noon-12:30 p.m. 
EACH SUNDAY 



John Reed King interviews, in their nati) 
habitat, the men and women who collect an 
care for the animal inmates of the Bronx Zo> 



Kay Thompson Festival 
7:30-8:00 p.m. 

EACH WEDNESDAY 



The festival presents Miss Thompson in 
many-sided role — as choral director, solois 
comedienne, and composer. Music is under tl 
direction of Walter Gross, and Perry Laffert 
directs. 



Golden Gate Quartet, 

Four Clubmen, Symphonettes 

VARIOUS HOURS 



Dance Orchestra 

VARIOUS HOURS 
MONDAY THRU SUNDAY 




Columbia Broadcasting 

Symphony 

3:00-4:00 p.m. 



EACH SUNDAY 



These harmony groups are featured on tl 
Columbia Network through the week. Eac 
group has a distinctive vocal style and is 
CBS favorite. 



America's leading dance bands provide a fui, 
schedule of current hits and old favorites |i 
Columbia listeners each evening. These tc 
ranking bands are scheduled for Septembe: 



Count Basie 
Les Brown 
Bob Crosby 
Sonny Dunham 
Shep Fields 
Carl Hoff 



Andy Kirk 
Vaughn Monroe 
Red Nichols 
Teddy Powell 
Charles Spivak 
Tommy Tucker 



■Hi 



Brilliant conductor Howard Barlow brin; 
back the Columbia Broadcasting Symphoi 
for its sixth series of annual summer concert || 

For September the program includes: 
SEPTEMBER 14: DeFaZZa, Nights in the Gardei 
of Spain (Vera Brodsky, pianist). Chadiiic. 
Symphonic Sketches. 

SEPTEMBER 21: Sir Thomas Beecham, gue 
conductor. Delias, Sea Drift. Brahms, Alt 
Rhapsody. (Choral Accompaniment by tl 
Schola Cantorum.) 

SEPTEMBER 28 : Rimsky-Korsakoff, Sadko Fai 
tasy. Brahms, Symphony No. 3. 



f 



23 



i 



vLii 



iolumbia Concert Orchestra 
1 :30-10 :00 p.m. 

IaCH FRIDAY 

:30-8 :00 p.m. 

ACH SATURDAY 



ibrary of Congress 
iloncerts 

l:05a.m.-12:00 noon 
ACH SUNDAY 



liguel Sandoval 
30-3:55 p.m. 

ACH SATURDAY 
Starts Sept. 20) 



)orian String Quartet 

1:00-3:30 p.m. 

ACH SATURDAY 



^rom the Organ Loft 

': 15-9:45 a.m. 

ACH SUNDAY 



The Columbia Concert schedule includes sev- 
eral half-hour broadcasts of symphonic music 
each week. The orchestra is directed by CBS 
conductor Howard Barlow. 



Beethoven's sixteen quartets as well as his 
"Grand Fugue" will be included in this series 
by the world famous Budapest String Quartet. 
Josef Roismann and Alexander Schneider, 
violins; Boris Kroyt, viola; and Mischa 
Schneider, 'cello, comprise the quartet. All the 
concerts originate in the Library of Congress 
and are given under the auspices of the Ger- 
trude Clarke Whittall Foundation. 



This talented Guatemalan pianist presents a 
weekly program featuring Latin American 
piano music. 



The Dorian String Quartet is playing a series 
of standard and contemporary chamber music 
works, bringing before the microphone Alex- 
ander Cores and Harry Friedman, violins, 
David Mankovitz, viola and Bernard Green- 
house, 'cello. 

On September 13, Vera Brodsky will join the 
Quartet in a special recital, playing Brahms' 
Piano Quartet in G minor. Also included in 
this program (3:00-3:55 p.m.) will be the 
"Quartet Dedicated to Belaieff", by Rimsky- 
KorsakofE, Liadoff, Borodin, and Glazounoff. 



SERIOUS 
MUSIC 



Famous organist Julius Mattf eld in Columbia's 
well known series of organ recitals with a vast 
repertory of works for the instrument. ' 



i 



24 



EDUCATIONAL 
PROGRAMS 



CBS ADULT 
EDUCATION BOARD 




Invitation to Learning 
2:00-2:30 p.m. 

EACH SUNDAY 



Children Also Are People 
3:45-3:55 p.m. 

EACH WEDNESDAY 



"Invitation to Learning" and "The People' 
Platform" are presentations of the Department 
of Education, arranged with the counsel^ 
Columbia's Adult Education Board. Member 
of the Board, representative of the nation' 
leading educators and publicists, are: 



LYMAN BRYSON, chairman 

STRINCFELLOW BARR 
WILLIAM BENTON 
HARRY WOODBURN CHASE 
ROBERT I. CANNON, S.J. 
ALVIN S. JOHNSON 



HENRY R. LUCE 
SPENCER MILLER, JR. 
RUTH BRYAN ROHDE 
THOMAS V. SMITH 
WILLIAM ALLEN WHITE 
RAY LYMAN WILBUR 



JOSEPH H. WILLITS 



This series invites listeners to read or re-reai 
the world's great books discussed by Hunting 
ton Cairns, Mark Van Doren, and special guest- 



CBS presents a series of broadcasts by chile 
experts and various celebrities to show parent 
that children are people, too. 



Columbia's Country Journal 

12:00-12 :30 p.m. 

EACH SATURDAY 



Highways to Health 
4:15^:30 p.m. 

EACH FRIDAY 



Charles Stookey, Columbia's director of agr 
cultural programs, presents a weekly rounc' 
up of farm news, and interviews distinguish^ 
agricultural authorities and leaders. 



Dr. lago Galdston of the New York Academ 
of Medicine arranges these instructive talk 
on health for laymen. 



Vint 



Trailside Adventures 
3:45-3:55 p.m. 



EACH FRIDAY 



This series on wild life conservation featun 
"personal appearances" by the animal stai 
of the Trailside Museum at Bear Mountaii 
New York. 



25 



Columbia's Lecture Hall 
3:45-3:55 p.m. 



EACH MONDAY 



America in Transition 
I 3:45-3:55 p.m. 

EACH TUESDAY 



Columbia's listeners hear lectures and discu; •'■^ 
sions on Latin American affairs by variou ""^i 
authorities in the field. 

This new series features interviews with artist; I 
scientists and technologists. 



4 



jventures in Science 
|45-3:55 p.m. 

LcH THURSDAY 



f Men and Books 
; - 30-3:00 p.m. 

ICH SATURDAY 



rem et's Pretend 
00-1:30 p.m. 

CH SATURDAY 




Watson Davis interviews pominent scientists 
on these CBS programs, planned in conjunc- 
tion with Science Service, Inc. 



Professor John T. Frederick of the Medill 
School of Journalism, Northwestern Univer- 
sity, discusses recently published books and 
j- brings their authors to the CBS microphone. 

This series, which dramatizes the world's 
greatest fairy tales, has won more awards than 
any other children's program. Directed by 
Nila Mack and presented by a cast of child 
actors, "Let's Pretend" has in 1940 won the 
Radio Daily Award as the best children's pro- 
gram on the air, the Scripps-Howard nation- 
wide poll of radio editors, and the Women's 
National Radio Committee Award. 



EDUCATIONAL 
PROGRAMS 



CHILDREN'S 
PROGRAMS 



|he Old Dirt-Dobber 
1:30-10:00 a.m. 

kcH SATURDAY 



Tom Williams, horticultural expert of WLAC 
in Nashville, "the old dirt-dobber," answers 
queries about trees, plants, birds and insects. 



PERSONALITIES 



I'utdoors with Bob Edge 
:15-6:30p.m. 

CH THURSDAY 



|uan Arvizu 

lb :30-10 :45 p.m. 

loNDAY, TUESDAY, VFEDNESDAY 



Bob Edge, CBS hunting and fishing expert, 
recounts anecdotes and furnishes useful infor- 
mation to sporting enthusiasts. 



fiichard Maxwell 
j:00-4:15 p.m. 

[ONDAY THRU FRIDAY 



(using on Sports 
■:45-6 :00 p.m. 

ACH SUNDAY 



Juan Arvizu, singing idol of Latin An^erica, is 
presented by CBS with Alfredo Antonini's 
Tipica Orchestra and, on Tuesdays, the Trio 
Flores. 



Richard Maxwell presents his daily program 
of cheer and comfort, which consists of hymns, 
inspirational songs and homely philosophy. 



Ted Husing reviews the sports happenings of 
the past week, and makes his predictions on 
the outcome of events to come. 



26 



RELIGIOUS 
BROADCASTS 



Church of the Air 

10:00-10:30 a.m. 
1 :00-l :30 p.m. 

EACH SUNDAY 




The Church of the Air has completed its tentlB-jBri 
consecutive year of Sunday morning and after 
noon religious broadcasts. In September : 



SEPTEMBER 28: Morning: Methodist Service 
Afternoon : Jewish Service. 



SEPTEMBER 7: Morning: Reverend Gordon R 
Lahrson, Pastor of the Henry Street Unitec] 
Church, New York City. ^••iBtaT 
Afternoon: Reverend Joseph A. Daly, Churcl 
of Saint Athanasius, New York City. 

SEPTEMBER 14 : Morning : Presbyterian Service 
Afternoon: Disciples of Christ Service. 

SEPTEMBER 21 : Morning: Lutheran Service. m& 
Afternoon: Major Francis J. Boyle, Catholic '1*''' 
Chaplin of the 212th Coast Artillery Regi 
ment, Camp Stewart, Georgia. 



Wings Over Jordan 

10:30-11:00 a.m. 

EACH SUNDAY 



This program of religious talks and spirituals 
is presented by outstanding Negro leaders anc 
educators and a choir of thirty voices. 

I 

SEPTEMBER 7: Rev. M. E Washington, Chair' 
man of the Committee on Finance of tht' 
National Baptist Convention, Inc., and Pasto]|" 
of the Liberty Hill Baptist Church, Cleveland-j 
Ohio. 

SEPTEMBER 14: Rabbi Barnett R. Brickner o 
the Euclid Avenue Temple, Cleveland, Ohio. 

SEPTEMBER 21 : Mark A. McCloskey, Directoi 
of Recreation, Federal Security Agency, Wash' 
ington, D. C. 



SEPTEMBER 28: To be announced. 



W8 Broadcasts (WCBX) 

English : 

0-9:15 a.m., 1:30-1:45 p.m., 
0-5:45 p.m., 6:30-6:45 p.m. 

NDAY THRU SATURDAY 

5-2:35 p.m., 5:30-5:45 p.m., 
0-6:45 p.m. 

DAY 

Italian : 

:00-12 : 15 p.m., 3 :00-3 :15 p.m 
German : 
;00-1 :15 p.m., 4:00-4:15 p.m. 
Polish: 

.15-1:30 p.m., 5:15-5:30 p.m. 
French : 

00-2:15 p.m., 5:00-5:15 p.m. 

ijNDAY THRU SATURDAY 

Serbo-Croat : 
5-4:30 p.m. 

NDAY THRU SATURDAY 



Columbia transmits daily news programs to 
Europe in English, as well as in French, Ger- 
man, Italian, Polish and Serbo-Croat. Sources 
for the news broadcasts are similar to those 
available to the network's regular reporters 
and analysts. A feature of the summaries is 
a review of New York Stock Exchange noon 
and closing prices. 



41 



llywood News 
NDAY, 2:45-3 :00 p.m. 

'.[URSDAY, 7:45-8:00 p.m. 

;3NDAY, 7 :45-8 :00 p.m. 



In collaboration with Will Hays' office, Colum- 
bia presents news of Hollywood once each 
week in English, Portuguese, and Spanish re- 
spectively. 



liws in Spanish 
':00-10:05 p.m., 6:45-7:00 p.m. 

^NDAYTHRU SATURDAY (WCBX) 

;:30-12:45 p.m., 2:30-2:45 p.m., 
.45-6:00 p.m. 

DNDAY THRU FRIDAY (WCAB) 



World-wide news events are broadcast Sunday 
through Saturday by Albert Zalamea, well- 
known journalist and native of Colombia, 
(WCBX), Monday through Friday by Adriano 
A. Rubio (WCAB). 



.svfs of Latin America 
: Spanish 
00-8:15 p.m. 

ONDAY, WEDNESDAY, FRIDAY 



Mr. Roberto Unanue tells the Latin American 
republics the news about their own Latin 
American neighbors. 



lultural News in Spanish 
1 00-9:15 p.m. 

.CH FRIDAY 



Jose Santos Quijano is heard each Friday in 
a quarter-hour digest of cultural news of spe- 
cial interest to South American listeners. 



SPECIAL CBS 
SHORT WAVE 
BROADCASTS 
TO EUROPE 

If CBX \ew York 



SPECIAL CBS 

SHORT WAVE 

BROADCASTS 

TO SOUTH 

AMERICA 

ir CBX New York 

WCAB Philadelphia 



ews in Portuguese 

15-7:30 p.m., daily 


Luis Correa and Luis Jatoba, native Brazilian 
journalists, report the news each day. 


irmen Castelo's Broadway 
9lumn in Spanish 

.IDAY, 7:00-7:15 p.m. 


The latest news of the threater, motion pic- 
tures, fashions and personalities of Broadway 
is reported in Spanish by Carmen Castelo. 



28 



iDDEIDA: 



AUGUST PROGRAMS 



Columbia's Special Feature broadcasts are arranged on a week t ^ 
week, sometimes day to day, and even, on occasion, hour to hou 
basis. One result of this flexibility and timeliness is the followin 
partial list of August programs which were arranged too late fo' 
inclusion in the last month's issue of the Columbia program book 



PUBLIC AFFAIRS 

AUGUST 1 : Senator Gerald R Nye, Repub- 
lican of North Dakota, spoke on the issues 
of the war as they affect the United States. 
The speech originated at an America First 
Committee meeting in the St. Louis Opera 
House, 10:30-10:45 p.m. 

AUGUST 2 : Paul C. Smith, general manager 
of the "San Francisco Chronicle," urged 
more active American participation in the 
war against Hitler, in a speech from Wash- 
ington under the auspices of the Fight for 
Freedom, 10:15-10:30 p.m. 

AUGUST 3: R. J. Thomas, president of the 
United Automobile Workers (CIO), dis- 
cussed "Auto Production and Defense" in a 
speech from the U. A. W. convention city of 
Buffalo. 2:45-3:00 p.m. 

AUGUST 4: Admiral Russell R. Waesche, 
commandant of the U. S. Coast Guard Ser- 
vice, reviewed a century-and-a-half of that 
organization's record, 3:30-3:45 p.m. 

AUGUST 5 : Dean William Fletcher Russell 
of Columbia University, who is directing a 
Citizen's Education Program under the spon- 
sorship of the Immigration and Naturaliza- 
tion Bureau of the U. S. Justice Department, 
spoke on "Americanizing Our Allies,"4:15- 
4:30 p.m. 



AUGUST 5: Senator C. Wayland Brook 
Republican from Illinois, discussed "Ame: 
ica's Destiny," 10:15-10:30 p.m. | 

AUGUST 6: "Can You Follow the Wa 
Crowd?" was a talk against American ii 
volvement in the war, made by Represent; 
tive Carl T. Curtis, Republican of Nebrask; 
10:15-10:30 p.m. j 

AUGUST 8: Representative Frank B. Keefi 
Republican of Wisconsin, discussed the inte:| 
national situation in a speech titled ". 
United America," 10:30-10:45 p.m. ' ' 

AUGUST 9: Rev. Dr. Maurice S. Sheeh;' 
head of the Department of Religious Educ; 
tion at Catholic University in Washingtoi! 
spoke on "Tolerance and National Defense,' 
10:15-10:30 p.m. 

AUGUST 10: Representative Robert/' 
Grant, Republican of Indiana, spoke again: 
sending American boys outside the Wester 
Hemisphere, 7:15-7:30 p.m. ; 

AUGUST 12: Robert E Wagner, Jr., Nc ' 
York State Assemblyman, and Miss Mad 
Christians, from the cast of the play"Watc 
On The Rhine," addressed all Americans ( 
German birth or descent under the auspice 
of the Loyal Americans of German Descen 
an organization of which Mr. Wagner is pre 
ident, 6:15-6:30 p.m. 



29 



AL GUST 12: Representative John M.Vorys, 
Republican of Ohio, discussed the possibil- 
ities of a just and lasting peace, under the 
luspices of the Citizens Peace Petition Com- 
mittee of the Keep America Out of War Con- 
gress. 10:15-10:30 p.m. 

AUGUST 13: Joaquin M. Elizalde. Resident 
Commissioner of the Philippines, spoke on 
'The Future of Philippine and American 
Relations," 10:15-10:30 p.m. 

AUGUST 17: From the Indiana State Amer- 
ican Legion convention at South Bend, Fed- 
eral Security Administrator Paul V. McNutt 
save an address on "Americans' Security 
First."' 12 noon-12:30 p.m. 

AUGUST 17: "Our Duty in the Present 
World Situation," was considered by isola- 
tionist Representative Knute Hill. Democrat 
•of Washington, 5:30-5:45 p.m. 

AUGUST 17: Alfred Duff Cooper, former 
British Minister of Information outlined the 
British and American positions in the war 
in an address from New York. 7:15-7:30 
p.m. 

AUGUST 19: Lieutenant F. M. Kreml. traf- 
fic law authority; Mr. Frank J.Wilson, Chief 
of U. S. Secret Service ; Mr. L. B. Reed, Chief 
of Police in Kansas City; and Col. Homer 
Garrison. Jr.. Director of the Texas Depart- 
ment of Public Safety discussed "Law En- 
forcement and National Defense" from the 
convention of the International Association 
of Chiefs of Police in Buffalo, 4:30-4:45 
p.m. 

AUGUST 20: Dr. Esther Caukin Brunauer. 
Chairman of the International Relations 
Department of the American Association of 
University Women, spoke under the sponsor- 
ship of the Committee to Defend America. 
4:45-5:00 p.m. 

AUGUST 20: Appearing at a rally of the 
America First Committee in New York, Dr. 
Henry Noble MacCracken, president of 



Vassar College, spoke on "The American 
Way," 10:15-10:30 p.m. 

AUGUST 22: "Japan's Dilemma " was dis- 
cussed by Dr. C. J. L. Bates, former presi- 
dent of the University of Western Japan, 
10:30-10:45 p.m. 

AUGUST 23: Edward J. Flynn, national 
chairman of the Democratic National Com- 
mittee addressed the annual convention of 
Young Democratic Clubs of America, 1 :30- 
1:45 p.m. 

AUGUST 23: Senator Tom Connally. Texas 
Democrat, spoke on "Imperative National 
Defense" under the auspices of the Commit- 
tee to Defend America, 10:15-10:30 p.m. 

AUGUST 24: Mrs. Ida B. Wise Smith, presi- 
dent of the W. C. T. U., spoke on "Our Com- 
mon Defense," 5:30-5:45 p.m. 

AUGUST 24: Mr. Thomas E. Dewey, New 
York District Attorney, spoke from the Wil- 
liamstown Institute of Human Relations on 
"The World We Want to Live In," 7:15-7:30 
p.m. 

AUGUST 25 : Joseph C. Menendez, national 
commander of the Veterans of Foreign Wars, 
made an address on "Lenity for Victory" at 
the Philadelphia encampment of that organ- 
ization, 11:15-11:30 p.m. 

AUGUST 26: "What About It?" was the 
title of a discussion of the small business 
man's dilemma during the defense drive, 
which was voiced by Dewitt H. Emery, presi- 
dent of the National Small Business Men's 
Association, 10:15-10:30 p.m. 

AUGUST 29: Representative Robert F. 
Jones, Republican of Ohio, spoke against 
aid to Russia in a talk entitled, "Aid to 
Russia Under the Lend-Lease Act," 10:30- 
10:45 p.m. 

AUGUST 30: Dr. Robert Gordon Sproul. 
president of the University of California. 



discussed America's role in the war crisis, 
from San Francisco under the auspices of 
the Fight For Freedom, 10:15-10:30 p.m. 

SPECIAL EVENTS 

AUGUST 2: The completion of the first 
Rolls Royce airplane engine at the Packard 
plant in Detroit was marked by a special 
broadcast with pick-ups from Windsor 
(Canada), Washington and London. Lord 
Halifax spoke from Washington and Edward 
R. Murrow from London, 6:05-6:30 p.m. 

AUGUST 10: Queen Elizabeth of England 
expressed her thanks to the United States 
war relief organizations for their aid to 
Britain in a special broadcast direct from 
London, 4:00-4:05 p.m. 

AUGUST 12: Albert Warner and John 
Adams, CBS correspondent in Rio de 
Janeiro, participated in a two-way broad- 
cast conversation, 6:00-6:10 p.m. 

AUGUST 15: Two high Mexican officials. 
Dr. Luis Sanchez Ponton, Minister of Edu- 
cation, and Dr. Ezquiel Padilla, Secretary 
of State, spoke from Mexico City in connec- 
tion with the first Latin-American conference 
of the "School of the Air of the Americas," 
10:30-10:45 p.m. 

AUGUST 18: Mrs. Eleanor Roosevelt spoke 
on a program broadcast from the Western 
Hemisphere Encampment of Girl Guides and 



Girl Scouts near Springfield, Mass., 4:45-j|| 
5:00 p.m. 1^ 

AUGUST 17-24: Ted Husing broadcast a 
preview, five summaries, and three play-by- 
play descriptions of the National Doubles 
Tennis Championship Tournament at Long- 
wood Cricket Club, Brookline, Mass. 

AUGUST 19: Emanuel Quezon, President 
of the Philippines, and Vice-President Henry 
A. Wallace spoke from Manila and Wash- 
ington, respectively, in connection with the 
inauguration of KZRM, CBS affiliate in 
Manila, 9:15-9:45 a.m. , 

AUGUST 19: Rear Admiral Richard E. 
Byrd and Carl Sandburg spoke directly 
from a National Emergency Rally, spon- 
sored by the Council For Democracy ii^i | 
Madison Square Garden, 10:15-10:45 p.m.j| 

AUGUST 23: A descriptive broadcast from ' 
the Ford Airport at Dearborn, Michigan 
was carried in connection with a special 
award for safe driving, presented by the 
Ford Good Drivers League, 1 :45-2:00 p.m. 

AUGUST 24: Winston Churchill reported 
to the British Empire and to America on his' 
recent meeting with President Roosevelt and i 
on the progress of the war, 4:00-4:30 p.m. 

AUGUST 25-30: Ted Husing covered the < 
National Amateur Golf Championship 
Matches at Omaha, Nebraska with sum- 
maries and play-by-play descriptions. 



THE COLUMBIA BROADCASTING SYSTEM 



Sales and administrative offices: 485 Madison Avenue, New \oik • 182 Treniont Street, Boston 
410 North Michigan Avenue, Chicago • 902 Fisher Building, Detroit • Mart Building 
St. Louis • 625 Second Avenue, South, Minneapolis • Wilder Building, Charlotte, North 
Carolina • Earle Building, Washington • Columbia Square. Hollywood • Palace Hotel. 
San Francisco • 84 Hallam Street, W. 1, London • Cable address, Columbia, New York 



OCTOIiEli 



THE (OLUMBlit 
tmm BOOK 

CBS SPONSORED PROGRAMS: pp. 3 to 15 
WABC SPONSORED PROGRAMS: pp. 15 to 18 
CBS SUSTAINING PROGRAMS: pp. 19 to 28 

Published monthly for advertising executives by 
THE COLUMBIA BROADCASTING SYSTEM 
485 Madison Avenue, New York City, N. Y. 



COLUMBIA lETWORK CLIEITJ 



• AUTOMOTIVE 

CHRYSLER CORPORATION: 

Plymouth, Dodge, DeSoto, 

Chrysler motor cars Page 5 

FORD MOTOR COMPANY: 

Ford cars, trucks, tractors, Mercury, 

Lincoln Page 7 

CIGARETTES & TOBACCO 

AMERICAN TOBACCO COMPANY: 

Lucky Strike Cigarettes .... Page 3 



LIGGETT & MYERS TOBACCO COMPANY: 



Chesterfield Cigarettes, 

Velvet Cigarette and Pipe Tobacco Page 10 

PHILIP MORRIS & COMPANY, LTD.: 

Philip Morris Cigarettes . . . . Page 11 

R. J. REYNOLDS TOBACCO COMPANY: 

Camel Cigarettes, 

Prince Albert Smoking Tobacco . Page 12 

U. S. TOBACCO COMPANY: 

Dill's Best, Model Tobacco . . . Page 13 

® CONFECTIONERY 

AMERICAN CHICLE COMPANY: 

Chiclets & Dentyne Page 13 

CURTISS CANDY COMPANY: 

Candy Page 6 

DOUBLEMINT GUM: 

Doublemint Gum Page 6 

PETER PAUL, INC.: 

Mounds Candy, Ten Crown Gum . Page 14 

SPEARMINT GUM: 

Spearmint Gum Page 12 

DRUGS & TOILET GOODS 

AFFILIATED PRODUCTS, INC.: 

Edna Wallace Hopper Cosmetics, 

Kolynos Page 3 

ANACIN COMPANY: 

Anacin Page 3 

BATHASWEET CORPORATION: 

Bathasweet Products Page 13 

BAYER COMPANY: 

Bayer Aspirin Page 3 

CAMPANA SALES COMPANY: 

Campana Hand Cream, 



Campana Balm, Dreskin, Coolies, 
D.D.D., Old South Toiletries . . Page ' 
CHESEBROUGH MANUFACTURING COMPANTj 
Vaseline Preparations .... Page 

COLGATE-PALMOLIVE-PEET COMPANY : 

(See also Laundry Soaps) 
Colgate Dental Cream, 
Palmolive Shave Cream, 
Palmolive Brushless Shave, 



Palmolive Soap, 

Colgate Tooth Powder .... Pages 5, 

COLONIAL DAMES, INC. : 

Cosmetics Page l-' 

EMERSON DRUG CO.: 

Bromo-Seltzer Page 

RICHARD HUDNUT: i 

Marvelous Cosmetics Page 1 

IRONIZED YEAST CO., INC.: 

Ironized Yeast Page 

JOHNSON & JOHNSON: 

Band-Aid Page 

LADY ESTHER LTD.: 



Face Powder, Face Cream, 
Rouge, Lipstick and Nail Polish . Page ! 

LEVER BROTHERS COMPANY: 

(See also Foods; Laundry Soaps) 
Lux Toilet Soap, 
Lifebuoy Health Soap, 
Swan Soap Page V 

LOS ANGELES SOAP COMPANY: 
White King Soap, 
Sierra Pine Soap Page l'( 

LUXOR LTD. : ' 

Luxor Products Page K 

MAGAZINE REPEATING RAZOR CO.: 

Schick Injector Razors and Blades Page It 

THE PROCTER & GAMBLE COMPANY: 

(See also Laundry Soaps; Foods) 
Ivory Soap Page 1; 

E. R. SQUIBB & sons: 

Squibb Products Page 1;, 

VICK CHEMICAL CO.: 

Vicks VapoRub, 
Vicks Va-tro-nol Page 1; 

FOODS & BEVERAGES 

ALBERS BROTHERS MILLING CO. : 

Albers Flapjack Flour .... Page lil 



\RMOUR & CO.: 

Treet Page 3 

bowey's, inc.: 

Dari-Rich Products Page 3 

BREAKFAST CLUB COFFEE, INC.: 

Coffee Page 15 

CALIFORNIA FRUIT GROWERS EXCHANGE : 
■^unkist Oranges, Lemons . . . Page 4 
CAMPBELL SOUP COMPANY: 
Campbell's Soups. Pork and 
Beans, and Tomato Juice . . . Page 4 
Franco-American Macaroni 

and Spaghetti Page 4 

COCA-COLA COMPANY: 

Coca-Cola Page 5 

CONTINENTAL BAKING COMPANY, INC. : 
X^'bnder Bread, Hostess Cake . . Page 6 

GENERAL FOODS CORPORATION: 

See also Laundry Soaps) 
Grape Nuts, Grape Nuts Flakes, 
Sanka Coffee, Postum, 
Minute Tapioca, 
Diamond Crystal Salt, 
Maxwell House Coffee, 
Post Toasties, 

Swansdown, Calumet Page 7 

Walter Baker's Chocolate & Cocoa Page 14 

GENERAL MILLS, INC.: 
Wheaties, Gold Medal Flour, 
Bisquick Page o 

LEVER BROTHERS COMPANY: 

(See also Drugs; Laundry Soaps) 
Spry Page 10 

THOMAS J. LIPTON, INC.: 
Lipton's Tea and Tea Bags . . . Page 10 

NESTLE's milk PRODUCTS, INC. : 

(Alpine Coffee Page 14 

■PET MILK SALES CORPORATION: 

Pet Irradiated Milk Page 11 



PLANTERS NUT & CHOCOLATE COMPANY: 

Planters Salted Peanuts, 

Planters Peanut Oil Page 15 

THE PROCTER & GAMBLE COMPANY: 

(See also Toilet Goods ; Laundry Soaps) 

Crisco Page 12 

• LAUNDRY SOAPS & ACCESSORIES 

COLGATE-PALMOLIVE-PEET COMPANY : 

(See also Toilet Goods) 

Concentrated Super Suds, 

Octagon Products, Crystal White . Page 5 



GENERAL FOODS CORPORATION: 

(See also Foods) 

La France, Satina Page 7 

LEVER BROTHERS COMPANY: 

(See also Drugs; Foods) 

Rinso Pages 9, 10 

PACIFIC COAST BORAX CO.: 

20 Mule Team Borax and 

Borax Flakes, Boraxo .... Page 10 

THE PROCTER & GAMBLE COMPANY: 

(See also Toilet Goods; Foods) 

Ivory, Oxydol, Chipso, Duz, 

Dreft Pages 11, 12 

• LUBRICANTS 

AMERICAN OIL COMPANY: 

Amoco-Gas, Orange American Gas Page 3 

GENERAL PETROLEUM CORP. OF CALIFORNIA : 
Mobilgas, Mobiloil Page 14 

GULF OIL CORPORATION: 

Motor Oil and Gas Page 8 

SEASIDE OIL COMPANY: 

Seaside Ethyl Gasoline and 

Silverol Motor Oil Page 15 

TEXAS COMPANY: 

Texaco Products Page 13 

UNION OIL COMPANY: 

Gas and Oil Page 15 

• MISCELLANEOUS 

ARMSTRONG CORK COAIPANY: 

Armstrong's Quaker Rugs . . . Page 3 
EVERSHARP. INC.: 

Eversharp Pens and Pencils . . Page 6 
INTERNATIONAL CELLUCOTTON 
PRODUCTS CO.: 

Kleenex Page 8 

INTERNATIONAL SILVER COMPANY: 

International Sterling and 

1847 Rogers Bros. Silverplate . . Page 8 

JOHNS-MANVILLE CORPORATION: 

Insulation Page 9 

MACFADDEN PUBLICATIONS, INC.: 

Liberty Magazine Page 14 

PRUDENTIAL INSURANCE COMPANY 
OF AMERICA: 

Insurance Services Page 12 

SOIL OFF MANUFACTURING CO. : 

Cleaning Fluid Page 15 



■All time listed on the following pages is current New York time unless otherwise indicated. 



NT AND PROG 




AFFILIATED PRODUCTS, INC. 

(452nd Week on CBS) 

The Romance of Helen Trent 

Serial drama 



Mon. thru Fri. 
12:30-12:45 p.m. 
36 CBS stations 
originates: wbbm 



ODUCT AND AG 



Edna Wallace Hopper 
Cosmetics, Kolynos 
Blackett-Sam pie- 
Hummert. Inc. 



AMERICAN OIL COMPANY 

(167 th Week on CBS) 

The Human Side of the News 
bv Edwin C. Hill 



Mon., Wed., Fri. 
6:00-6:10 p.m. 
54 CBS stations 

ORIGINATES: WABC 



Amoco-Gas 

Orange American Gas 

The Joseph Katz 

Company 



AMERICAN TOBACCO COMPANY 

{283rd Week on CBS) 

Your Hit Parade 

Mark Warnow's Orchestra, 
Barry Wood, Louise King, 
Hit Paraders Chorus 



Saturday 
9:00-9:45 p.m. 
Rebroadcast 
12 mid.-12:45 a.m. 
109 CBS stations 
originates: wabc 



Lucky Strike Cigarettes 
Lord & Thomas 



ANACIN COMPANY 

(234th Week on CBS) 

Our Gal, Sunday 



Mon. thru Fri. 
12:45-1:00 p.m. 
50 CBS stations 
originates: wabc 



Anacin 

Blackett-Sam ple- 
Hummert, Inc. 



ARMOUR & CO. 

(34th Week on CBS) 

Treat Time 

with Buddy Clark 



Men., Wed., Fri. 
11:00-11 :15 a.m. 
50 CBS stations 
originates: wbbm 



Treet 

Lord & Thomas 



ARMSTRONG CORK COMPANY 

Armstrong Theater of Today 

Drama 



Saturday 

12 noon-12 :30 p.m. 
105 CBS stations 
originates: wabc 



Armstrong's Quaker Ru 
Batten, Barton, Dursi 
& Osborn. Inc. 



Rett 



BAYER COMPANY 

(314th Week on CBS) 

Second Husband 

with Helen Menken, presented 
by the Famous Actors' Guild 



Tuesday 
7:30-8:00 p.m. 
76 CBS stations 
originates: wabc 



Bayer Aspirin 
Blackett-Sample- 
Hummert, Inc. 



BOWEY'S, INC. 

(123rd Week on CBS) 

Stars Over Hollywood 

Original drama with Knox 
Manning, MC, and guest stars 



Saturday 
12:30-1 :00 p.m. 

47 CBS stations 

ORIGINATES: KNX 



Dari-Rich Products 
Sorensen & CompaW 



ALIFORNIA FRUIT GROWERS 
XCHANGE 

26th Week on CBS) 

Sunkist Presents Hedda 
Hopper's Hollywood 



Mon., Wed., Fri. 
6:15-6:30 p.m. 
39 CBS stations 

ORIGINATES: KNX 



Sunkist Oranges 
Sunkist Lemons 
Lord & Thomas 



AMPANA SALES COMPANY 

81st Week on CBS) 

First Nighter 

with Barbara Luddy and 

Las Tremayne 

Drama 



Friday 

9:30-9:55 p.m. 
53 CBS stations 
originates: wbbm 



Campana Hand Cream, 
Campana Balm, Dreskin, 
Coolies, D.D.D., Old South 
Toiletries 

Aubrey, Moore & 

Wallace, Inc. 



MPBELL SOUP COMPANY 

56th Week on CBS) 

Arkansas Traveler 

starring Bob Burns 



Tuesday 
8:30-8:55 p.m. 
Rebroadcast 
12:30-12:55 a.m. 
64 CBS stations 
originates: knx 



Campbell's Soups 

Ruthrauff & Ryan, Inc. 



Amos 'n' Andy 

Serial comedy-drama 



Mon. thru Fri. 
7:00-7:15 p.m. 
Rebroadcast 
11:00-11 :15 p.m. 
60 CBS stations 

ORIGINATES: KNX 



Campbell's Soups 
Campbell's Pork and Beans 

Ward Wheelock 

Company 



The Man I Married 

Dramatic serial 



Mon. thru Fri. 
11:15-11:30 a.m. 
Rebroadcast 
3:00-3 :15 p.m. 
56 CBS stations 

ORIGINATES: WABC 



Campbell's Soups 
Campbell's Pork and Beans 

Ward Wheelock 

Company 



Fletcher Wiley 

Talks 



Lanny Ross 

Songs 



Mon. thru Fri. 
2:30-2:45 p.m. 
35 CBS stations 

ORIGINATES: KNX 



Mon. thru Fri. 
7:15-7:30 p.m. 
Rebroadcast 
11:15-11:30 p.m. 
57 CBS stations 
(Mon. and Wed. 
56 CBS stations) 

ORIGINATES: WABC 



Campbell's Soups 
Campbell's Tomato Juice 
Campbell's Pork and Beans 
Franco-American Macaroni 
and Spaghetti 

Ward Wlieelock 

Company 

Franco-American 
Macaroni and Spaghetti 
Ruthrauff & Ryan, Inc. 



CHESEBROUGH MANUFACTURING 
COMPANY, CONSOLIDATED 

(152nd Week on CBS) 

Dr. Christian 

with Jean Hersholt 



Wednesday 
8:30-8:55 p. m 
Rebroadcast 
11:30-11 :55 p.m. 
64 CBS stations 

ORIGINATES: KNX 




/aseline rreparations 
McCann-Erickson, In 



CHRYSLER CORPORATION 

(291st Week on CBS) 

Major Bowes' Original 
Amateur Hour 



Thursday 
9:00-10:00 p.m. 
84 CBS stations 

ORIGINATES: WABC 



Plymouth, Dodge, 
DeSoto, Chrysler 

Ruthrauff & Ryan, It\ 



COCA-COLA COMPANY 

(111th Week on CBS) 



Pause That Refreshes 
On the Air 

with Andre Kostelanetz and his 
45-piece orchestra, Albert Spalding, 
and guest soloists 



Sunday 

4:30-5:00 p.m. 

• 115 CBS stations 
( 



ORIGINATES: WABC 



)ca-Cola 

D'Arcy Advertising 
Company, Inc. 



COLGATE-PALMOLIVE-PEET 
COMPANY 

(299th Week on CBS) 

Guy Lombardo and 
His Orchestra 

Popular Music 

Hobby Lobby 

with Dave Elman 

and Harry Salter's Orchestra 



Saturday 
8:00-8:30 p.m. 
Rebroadcast 
11:00-11:30 p.m. 
72 CBS stations 
30 CBC stations 

ORIGINATES: WABC 



Saturday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11 :55 p.m. 
68 CBS stations 

ORIGINATES: WABC 



Colgate Dental Cream 
Ted Bates, Inc. 



Palmolive Shave Cream j 
Palmolive Brushless SIJ 
Ted Bates, Inc. 



Woman of Courage 

Serial drama 



Mon. thru Fri. 
10:45-11:00 a.m. 

Rebroadcast 
3:45^ :00 p.m. 
61 CBS stations 

ORIGINATES: WABC 



Octagon Products 

Ted Bates, Inc. 
Crystal White 

Sherman & Marquet ] 

Inc. 



Myrt and Marge 

Serial drama 



Mon. thru Fri. 
10:15-10:30 a.m 
Rebroadcast 
4:15^:30 p.m. 
79 CBS stations 

ORIGINATES: WABC 



Concentrated Super Su(l 
Sherman & Mar quel} 
Inc. 




OLGATE-PALMOLIVE-PEET 
OMPANY 

ontinued 

Stepmother 

Serial drama 

Elmer Davis 

News 



Mon. thru Fri. 
10:30-10:45 a.m. 

Rebroadcast 
4:00^:15 p.m. 
48 CBS stations 

ORIGINATES: WBBM 

Tues. thru Sun. 
8:55-9:00 p.m. 
90 CBS stations 

ORIGINATES: WABC 




Colgate Tooth Powder 
Sherman & Marquette, 
Inc. 



Palmolive Soap 
Ward Wheelock 
Company 



:ONTINENTAL BAKING CO., INC. 

]52nd Week on CBS) 

Maudie's Diary 

with Mary Mason 



Thursday 
7:30-8:00 p.m. 

Rebroadcast 
11:30-12:00 mid. 
47 CBS stations 

ORIGINATES : WABC 



Wonder Bread 
Hostess Cake 
Ted Bates, Inc. 



i4 



URTISS CANDY COMPANY 

-^3rd Week on CBS) 

News 

with Jackson Wheeler 



Sat., Sun. 
11:00-11:05 a.m. 
39 CBS stations 
originates: wabc 



Candy 

C. L. Miller Company 



lOUBLEMINT GUM 

I85th Week on CBS) 

Melody Ranch 

with Gene Autry 
Western dramatic series 



Sunday 

6:30-6:55 p.m. 
70 CBS stations 
originates: on tour 



Doublemint Gum 
/. Walter Thompson 
Company 



:merson drug company 

74th Week on CBS) 
Vox Pop 

with Parks and Wally 
Quiz 



Monday 
8:00-8:30 p.m. 
66 CBS stations 
originates: on tour 



Bromo-Seltzer 

Ruthrauff & Ryan, Inc. 



iVERSHARP, INC. 

105th Week on CBS) 

Take It or Leave it 

with Bob Hawk, MC; David Ross 
Quiz 



Sunday 

10:00-10:30 p.m. 

71 CBS stations 
originates: wabc 



Eversharp Pens and Pencils 
The Bioiv Company 



FORD MOTOR COMPANY 

(390th Week on CBS) 

Sunday Evening Hour 

Ford Symphony Orchestra and 
Chorus, guest conductors and 
soloists 

With Talks by W. J. Cameron 



Sunday 

9:00-10:00 p.m. 
58 CBS stations 

ORICmATES: WJR 



•'orcI rnotor cars, trucks,! 



and tractors 

Mercury 

Lincoln 

McCann-Erickson, In 



GENERAL FOODS CORPORATION 

(332nd Week on CBS) 

We, the People 

with Eddie Dowling 
Real-life experiences 

Kate Smith Hour 

with Kate Smith, Ted Collins, Jack 
Miller and his orchestra, and 
guest stars 

Music, comedy, and drama 

William L. Shirer 

News 



Kate Smith Speaks; News 

Talks and news 



Joyce Jordan, Girl Interne 

Serial drama 



Young Dr. Malone 

Serial drama 




Kate Hopkins 

Serial drama 



Tuesday 
9:00-9:30 p.m. 
Rebroadcast 
12 mid.-12 :30 a.m. 
79 CBS stations 

ORIGINATES: WABC 



Friday 

8:00-8:55 p.m. 

Rebroadcast 

12 mid.-12 :55 a.m. 

89 CBS stations 

ORIGINATES: WABC 

Sunday 

5:45-6:00 p.m. 
42 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
12:00-12:15 p.m. 
79 CBS stations 

ORIGINATES: WABC 



Mon. thru Fri. 
2:15-2:30 p.m. 
Rebroadcast 
6:00-6:15 p.m. 
72 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
2:00-2:15 p.m. 
Rebroadcast 
7:15-7:30 p.m. 
85 CBS stations 
originates: wabc 

Mon. thru Fri. 
2:45-3:00 p.m. 
50 CBS stations 



Sanka CoflFee 

Young & Rubicam, It 



Grape Nuts, 
Grape Nuts Flakes 
Young & Rubicam, I 



Sanka Coffee 

Young & Rubicam, I 



Swansdown Cake Flour 
Calumet 

Young & Rubicam, I 

Diamond Crystal Salt 

Benton & Bowles, In 

La France 
Satina 

Minute Tapioca 
Postum 

Young & Rubicam, I 

Post Toasties 

Benton & Bowles, In 



Maxwell House Coffee 
Benton & Bowles, In 



Itllv 



fin 



Originates: wabc JHHI^ 

mmmmmm 



tni Anu rnuhKA 




NERAL MILLS, INC. 
84th Week on CBS) 

Stories America Loves 

Drama 



Hymns of All Churches 

with Joe Emerson 



Mon. thru Fri. 
9:45-10:00 a.m. 
Rebroadcast 
11:4S~12 noon 
32 CBS stations 
originates: wabc 

Mon., Tues., Thurs. 

10:00-10:15 a.m. 

Rebroadcast 

1 1:30-1 1:45 a.m. 

34 CBS stations 

ORIGINATES: WBBM 




Wheaties 

Knox Reeves 
Advertising, Inc.. ^ 



Gold Medal Flour 

Blackett-Sample- 
Hummert, Inc. 



Betty Crocker 

Homemaker program 



Wed., Fri. 
10:00-10:15 a.m. 
Rebroadcast 
11:30-1 1:45 a.m. 
34 CBS stations 

ORIGINATES: WBBM 



Bisquick 

Blackett-Sample- 
Hummert, Inc. 



JULF OIL CORPORATION 
99th Week on CBS) 

Gulf Screen Guild Theatre 

with Roger Pryor, MC, screen stars, 
Oscar Bradley's Orchestra, 
John Hiestand 



Sunday 

7:30-8:00 p.m. 
80 CBS stations 

ORIGINATES: KNX 



Motor Oil and Gas \ 
Young & Rubicatn; Inc. \ 



NTERNATIONAL CELLUCOTTON 
RODUCTS COMPANY 

UOth Week on CBS) 

Ginny Simms 

Songs 



Friday 

9:55-10:00 p.m. 
53 CBS stations 

ORIGINATES: KNX 



Kleenex 

Lord & Thomas 



INTERNATIONAL SILVER COMPANY 

ll86th Week on CBS) 

Silver Theatre 

Conrad Nagel, Narrator-director, 
and guest stage and screen stars 



Sunday 

6:00-6:30 p.m. 
56 CBS stations 
32 CBC stations 

ORIGINATES: KNX 



International Sterling and 
1847 Rogers Bros., , 
Silverplate , / 

Young & Rubicam. I no 



I 



IIRONIZED YEAST CO., INC. 

'110th Week on CBS) 

' Are You a Missing Heir? 

Drama 



Tuesday 
8:00-8:30 p.m. 
Rebroadcast 
11:30-12 mid. 
74 CBS stations 

ORIGINATES: WABC 



Ironized Yeast 

Ruthraujf & Ryan, Inc. 




ND PROG 



IME PRODUCT AND AGEt 



JOHNS-MANVILLE CORPORATION 

(9th Week on CBS) 

Frazier Hunt 

News 



Mon. thru Vri. 
6:10-6:15 p.m. 
22 CBS stations 
originates: wabc 




/. Walter Thompson 
Company 



JOHNSON & JOHNSON 

(26th Week on CBS) 

Voice of Broadway 

with Dorothy Kilgallen 
and guest stars 



Saturday 
11:30-11:45 a.m. 

Rebroadcast 
1 :30-l :45 p.m. 
58 CBS stations 

Tuesday 
6:15-6:30 p.m. 
64 CBS stations 
originates: wabc 



Band-Aid 

Young & Ruhicam, h 



LADY ESTHER, LTD. 

(408th Week on CBS) 

Lady Esther Presents 
Orson Welles 

Variety 



Monday 

10:00-10:30 p.m. 
63 CBS stations 

ORIGINATES: KNX 



Face Powder, Face Creai] 
Rouge, Lipstick and 
Nail Polish 

Pedlar & Ryan, Inc. 



LEVER BROTHERS COMPANY 

(322nd Week on CBS) 

Lux Radio Theater 

Cecil B. DeMille, director, 
with stars of stage and screen 
Drama 

Hollywood Premiere 

with Louella Parsons and guest stars 
Drama 

Big Town 

with Edward G. Robinson, Ona 
Munson, Leith Stevens' Orchestra 
Drama 



Meet Mister Meek 

Drama 



Bright Horizon 

with Joe Julian 
Serial drama 



Monday 

9:00-10:00 p.m. 
68 CBS stations 
30 CBC stations 

ORIGINATES: KNX 



Friday 

10:00-10:30 p.m. 
71 CBS stations 

ORIGINATES: KNX 

Wednesday 
8:00-8:30 p.m. 
Rebroadcast 
9:30-10:00 p.m. 
57 CBS stations 
31 CBC stations 

ORIGINATES: KNX 

Wednesday 
7:30-8:00 p.m. 
59 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
11:30-11:45 a.m. 
Rebroadcast 
2:00-2:15 p.m. 
35 CBS stations 

ORIGINATES: WABC 



Lux Toilet Soap 

/. Walter Thompson 
Company 



inii 




Lifebuoy Health Soap 
William Esty & 
Company, Inc. 

Rinso 

Ruthrauff & Ryan, /. 



Lifebuoy Health Soap 
William Esty & 
Company, Inc. 

Swan Soap 

Young & Rubicam, h 



EVER BROTHERS COMPANY 

ontinued 



Aunt Jenny's Real Life Stories 

Dramatic sketches 



Big Sister 

Serial drama 



m 



Mon. thru Fri. 

11:45-12:00 noon 
Rebroadcast 
2:15-2:30 p.m. 
61 CBS stations 
originates: wabc 

Mon. thru Fri. 
12:15-12:30 p.m. 
73 CBS stations 
31 CBC stations 

ORIGINATES: WABC 



Spry 

Ruthrauff & Ryan, Inc. 



Rinso 

Ruthrauff & Ryan, Inc 



i 



4 



IIGGETT & MYERS TOBACCO 
|0MPANY 

' W6th Week on CBS) 



Glenn Miller and His Orchestra 

with Marion Hutton, Ray Eberle. 
and the Modernaires 



Tues., Wed., Thurs. 
10:00-10:15 p.m. 

99 CBS stations 
originates: wabc 



Chesterfield Cigarettes 
Newell-Emmett Co., Inc. 



i 



lOMAS J. LIPTON, INC. 

)9th Week on CBS) 



II 



Helen Hayes Theater 

starring Helen Hayes, with Mark 
Warnow's Orchestra 



Sunday 

8:00-8:30 p.m. 
Rebroadcast 
10:30-1 1:00 p.m. 
77 CBS stations 
originates: wabc 



Lipton's Tea and 



Tea Bags 



Young & Ruhicam, Inc. 



4 

Tnc^ 



UXOR, LTD. 

14th Week on CBS) 

Wayne King and His Orchestra 

Music 



Saturday 
7:30-8:00 p.m. 
35 CBS stations 
originates: wbbm 



Luxor Products 
Lord & Thomas 



i 



1AGAZINE REPEATING RAZOR 
:OMPANY 

18th Week on CBS) 



Duffy's Tavern 

starring Ed Gardner as "Archie", 
Shirley Booth, John Kirby's Band, 
guest stars 



Thursday 

8:30-8:55 p.m. 

Rebroadcast 

12 mid.-12 :25 a.m. 

59 CBS stations 

ORIGINATES: WABC 



Schick Injector 
Razors and Blades 
/. M. Mathes, Inc. 



PACIFIC COAST BORAX CO. 

13th Week on CBS) 

Death Valley Days 
Drama 



Thursday 
8:00-8:30 p.m. 
Rebroadcast 
12:30-1 :00 a.m. 
58 CBS stations 

ORICINATES: WABC 



20 Mule Team Borax, 
Boraxo 

20 Mule Team Borax 
Flakes 

McCann-Erickson, Inc. 



CLIENT AND PROGRAM 



PET MILK SALES CORPORATION 

(411th Week on CBS) 

Saturday Night Serenade 

Bill Perry, tenor; Jessica 
Dragonette, soprano; Warren 
Sweeney, Gustave Haenschen's 
Orchestra and Chorus 

Mary Lee Taylor 

home economist 
Household advice 




Saturday 
9:45-10:15 p.m. 
55 CBS stations 
originates: wabc 



Pet Irradiated Milk 

Gardner Advertising^ 
Company 



i0i 



Tues. and Thurs. 
11:00-11:15 a.m. 
Rebroadcast 
1:45-2 :00 p.m. 
64 CBS stations 

ORIGINATES: KMOX 



PHILIP MORRIS & COMPANY, LTD. 

(269th Week on CBS) 

The Philip Morris Playhouse 

Directed by Charles Martin with 
guest stars and Ray Block's 
Orchestra 
Dramas 

The Crime Doctor 

Dramatic programs 



Friday 

9:00-9:30 p.m. 
Rebroadcast 
11 :30 p.m.-12 mid. 
92 CBS stations 

OUICINATES: WARC 



Sunday 

8:30-8:55 p.m. 
Rebroadcast 
11:00-11 :25 p.m. 
68 CBS stations 

ORIGINATES: WACO 



I 



. IIV 

Philip Morris Cigarettes '! fpiV 
TTie Biotv Company, 1 1 



Ai 

Me 
ick 




II, E 

iilHr.o 



THE PROCTER & GAMBLE CO. 

(362nd Week on CBS) 

The Story of Mary Merlin 

Serial drama 

The Goldbergs 

Serial drama 



The O'Neills 

Serial drama 

Life Can Be Beautiful 

Serial drama 



Mon. thru Fri. 
5:00-5:15 p.m. 

19 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
5:15-5:30 p.m. 
18 CBS stations 

7 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
5:30-5:45 p.m. 
34 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
1:00-1 :15 p.m. 
48 CBS stations 

ORIGINATES: WABC 



Ivory Snow \ 
Benton & Bowles ! 



.ilP( 



Duz 

Compton Advertising, 
Inc. 

Dreft 

Blackett-Sam pie- 

Hummert, Inc. 
Ivory Soap 

Compton Advertising, 

Inc. 

Ivory Soap 

Compton Advertising, 
Inc. 



11 



PROGRAM 



rHE PROCTER & GAMBLE CO. 

continued 

Woman in White 

Serial drama 

Right to Happiness 

Serial drama 



Road of Life 

Serial drama 




P 



Mon. thru Fri. 
1:15-1 :30 p.m. 
50 CBS stations 
25 CBC stations 

ORIGINATES: WBBM 

Mon. thru Fri. 
1:30-1 :45 p.m. 
46 CBS stations 
17 CBC stations 

ORIGINATES: WBBM 

Mon. thru Fri. 
1:45-2 :00 p.m. 
25 CBS stations 
originates: wbbm 



PRODUCT AND AGEN 



Oxydol 

Blackett-Sample- 
Hummert, Inc. 



Crisco 

Compton Advertising, 
Inc. 

Chipso 

Pedlar & Ryan, Inc. 



PRUDENTIAL INSURANCE 
COMPANY OF AMERICA 

I22nd Week on CBS) 

Prudential Family Hour 

with Gladys Swarthout and 
Deems Taylor, Al Goodman's 
Orchestra, Ross Graham, and 
a chorus of mixed voices 



Sunday 

5:00-5:45 p.m. 
59 CBS stations 
originates: wabc 



Insurance Services 

Benton & Bowles, Inc. 



J. REYNOLDS TOBACCO 
COMPANY 

439th Week on CBS) 
Blondie 

with Penny Singleton and 
Arthur Lake 

Domestic comedy 

Al Pearce and His Gang 

with Artie Auerbach, 
Andy Devine, Lou Bring's 
Orchestra and guests 

Variety 



Monday 
7:30-8:00 p.m. 
Rebroadcast 
10:30-1 1:00 p.m. 
75 CBS stations 
originates: knx 



Friday 

7:30-8:00 p.m. 
Rebroadcast 
10:30-11 :00 p.m. 
95 CBS stations 
originates: knx 



Camel Cigarettes 

Prince Albert Smoking 

Tobacco 

William Esty & 
Company, Inc. 




SPEARMINT GUM 

{i84th Week on CBS) 



Dear Mom 

with John Walsh, Dolph Nelson, 
Marvin Mueller and Eloise Kummer 
Drama 

Just Entertainment 

with Ben Bernie, the Bailey Sisters 

and Donald Saxon 

Variety 



Sunday 
I 6:55-7:15 p.m. 
* 69 CBS stations 

originates: wbbm 



Mon. thru Fri. 
5:45-6:00 p.m. 
80 CBS stations 
originates: wbbm 



Spearmint Gum 

Arthur Meyerhoff & Co. 




12 



I 

I 



E PRODUCT AND AG 



E. R. SQUIBB & SONS 

{65th Week on CBS) 

Golden Treasury of Song 

starring Frank Parker 
Music and poetry 



Mon., Wed., Fri. 
6:30-6:45 p.m. 
35 CBS stations 

ORIGINATES : WABC 



Squibb Products 
Geyer, Cornell & 
Newell, Inc. 



TEXAS COMPANY 

(227th Week on CBS) 

Texaco Star Theatre 

starring Fred Allen, with Kenny 
Baker, Portland Hoffa,Al Goodman's 
Orchestra and the Texaco 
Workshop Players 
Variety 



Wednesday 
9:00-10:00 p.m. 
Rebroadcast 
12:00-1 :00 a.m. 
86 CBS stations 

ORIGINATES: WABC 



Texaco Products 
Buchanan & Co. 




I 



COLUMBIA 
PACIFIC 
NETWORK 



13 



U. S. TOBACCO COMPANY 

(331st Week on CBS) 

Gay Nineties Revue 

starring Beatrice Kay, 
Joe Howard, MC, Billy M. Greene, 
Florodora Girls, Elm City Four, 
Jenny Lynn 



Monday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-1 1:55 p.m. 
62 CBS stations 

ORIGINATES: WABC 



VICK CHEMICAL COMPANY 

(107th Week on CBS) 

News For Women 
with Andre Baruch 



Mon., Wed., Fri. 
3:00-3:15 p.m. 
14 CBS stations 

ORIGINATES : WABC 



ALBERS BROTHERS MILLING CO, 

(26th Week on CBS) 

Whodunit 

Audience participation 



Dill's Best 

Model Smoking Tobacco 
Arthur Kudner, Inc. 



Vicks VapoRub 
Vicks Va-tro-nol 

Morse International, 

Inc. 



Thursday 

7:30-8:00 p.m. pst 

ORIGINATES: KNX 



Albers Flapjack Flour 
Lord & Thomas 



AMERICAN CHICLE COMPANY 

(30th Week on CBS) 

By the Way 
with Bill Henry 



Tuesday 

7:45-8:00 p.m. pst 
Thursday 

7:15-7:30 p.m. pst 

ORIGINATES: KNX 



Chiclets & Dentyne 
Badger, Browning 
& Hersey, Inc. 



BATHASWEET CORPORATION 

(104th Week on CBS) 

Bob Garred Reporting 

News 



Tues., Thurs. 
7:30-7:45 a.m. pst 

ORIGINATES: KNX 



Bathasweet Products 
H. M. Kiesewetter 
Advertising Agency 




1.0 



LIU 




COLONIAL DAMES, INC.^^^^H 

\95th Week on CBS) 

F inci IOC TYoman 

with Knox Manning 


Friday 

9:55-10:00 p.m.PST 

ORIGINATES: KNX 


Cosmetics 

Glasser, Gailey & Co. 


GENERAL FOODS CORPORATION 

■332nd Week on CBS) 

Ine second ivirs. ourton 

Dramatic serial 


Mon. thru Fri. 
4:00-4:15 p.m. PST 

ORIGINATES: KNX 


\^ alter Baker's 
Chocolate and Cocoa 
Benton & Bowles, Inc. 



COLUMBIA 

PACIFIC 

NETWORK 



■GENERAL PETROLEUM 
■CORPORATION OF CALIFORNIA 
W40th Week on CBS) 

1 I Was There , , 
1 News dramatizations ^^^^H 

1 l^igskin Preview ^^^^H 
1 with Sam Hayes 


Sunday 

8:30-9:00 p.m. pst 

ORIGINATES: KNX 

Wednesday 
6:15-6:30 p.m. pst 

ORIGINATES: KNX 


Alohiifras Mohiloil 
Smith & Drum, Inc. 


Irichard hudnut 

\(92nd Week on CBS) 

1 Hollywood Showcase 


Monday 

9:30-10:00 p.m. pst 

ORIGINATES: KNX 


Marvelous Cosmetics 
Benton & Bowles, Inc. 


LOS ANGELES SOAP C03VIPANY 
\(105th Week on CBS) 

Knox Manning 
News 


Mon. thru Fri. 

12:15-12:30p.m.PST 

ORIGINATES: KNX 


X^Tiite King Soap 
Sierra Pine Soap 

Raymond R. Morgan Co. 


macfadden purlications, inc. 

\(285th Week on CBS) 

Bob Garred Reporting 

News 


Mon., Wed., Fri. 
7:30-7:45 a.m. pst 

ORIGINATES: KNX 


Liberty Magazine 
Erwin Wasey & Co. 


.iLslLE S MILK PRODUCTS, INC. 

(2nd Week on CBS) 

Bob Garred Reporting 

News 

William Winter 

A'eit's analyst 4iMlB 


luesday 

5:45-5:55 p.m. pst 

ORIGIN.ATES: KNX 

Saturday 

7:45-8:00 a.m. pst 

ORIGINATES: KSFO 


Alpine Lottee 

Leon Livingstone 
Advertising Agency 


PETER PAUL, INC. 
(64th Week on CBS) 

Bob Garred Reporting 

News 


Mon., Wed., Fri. 
5:45-5:55 p.m. pst 

ORIGINATES: KNX 


Mounds Candy 
Ten Crown Gum 

Brisacher, Davis 

& Staff 



14 



COLUMBIA 
PACIFIC 
NETWORK 

Conliniicil 



TIME PRODUCT AND AGE 



PLANTERS NUT AND 
CHOCOLATE COMPANY 

(52nd Week on CBS) 

What's On Your Mind? 



Friday 
6:00-6:30 p.m. pst 
originates: knx 



I ^ 

^ Planters Salted Peanuts I 

Planters Peanut Oil 
Raymond R. Morgan ( 



COLUMBIA 
CALIFORNIA 
NETWORK 



WABC 
SPONSORED 
PROGRAMS 



SOIL OFF MANUFACTURING 
P COMPANY 

(35(h Week on CBS) 

Bob Garred Reporting 

News 


Thursday 

5:45-5:55 p.m. pst 
Saturday 

7:30-7:45 a.m. pst 
originates: knx 


Cleaning Fluid for 

Walls and Woodwork i 
Hillman-Shane > 
Advertising Agency, h 


BEKlNS VAN AND STORAGE CO. 

(1st Week on CBS) 

Bill Henry 

News Analyst 


Mon. and Wed. 
5:30-5:45 p.m. pst 
originates: knx 


Moving and Storage 

Brooks Advertising 
Agency 


BREAKFAST CLUB COFFEE, INC. 

(39th Week on CBS) 

Voice of Friendship 

>vith Rita Murray 


Tues., Thurs. 
8:00-8:15 a.m. pst 
originates: knx 


1 

Breakfast Club Coffee 
Lockwood-Shacklefon 
Advertising Agency 


SEASIDE OIL COMPANY 

(25th Week on CBS) 

Seaside spelling Bee Liner 


Sunday 

5:30-5:55 p.m. pst 
originates: knx 


Seaside Ethyl Gasoline ar 
Silverol Motor Oil 

The McCarty Compam 


UNION OIL COMPANY 

{44th Week on CBS) 

Nelson Priiigic 

News Analysis 


Mon. thru Fri. 
7:45-8:00 a.m. PST 

ORIGINATES: KNX 


Gas and Oil 

Lord & Thomas 


AMERICAN CHICLE COMPANY* 

i57th Week on WABC) 

Announcements 


Mon. thru Sat. 
8:00-8:01:30 a.m. 


Chiclets and Dentyne 
Badger, Browning & 
H ersey, Inc. 


AMERICAN CIGARETTE & 
CIGAR CO.* 

(32nd Week on WABC) 

IModern Design Music 


Mon. thru Sat. 
8:20-8:25 a.m. 


Pall Mall Cigarettes 
Ruthrauff & Ryan, 
Inc. 


B.C. REMEDY COMPANY 

Arthur Godfrey 

Participations 


Mon. thru Sat. 
7:00-7:15 a.m^^ 


B.C. 

Charles W. Hoy I & 
p Co., Inc. 



Koiua 

0i 

rime 

ISEBF 



iDBOl 



Irllii 



I 



1(1 

wr 

hi 



15 



*/n addition to number of weeks in which the client has used CBS Network facilities. 




RQDUCT AND AGEN 



OOK HOUSE FOR CHILDREN 

2nd Week on fTABC) 

Woman's Page of the Air 

with Adelaide Havvley 
Participations 



ULOVA WATCH COMPANY 

32nd Week on WABC) 

Time Signals 



Mon. thru Thurs. 
8:45-9:00 a.m. 



Sun. thru Sat. 
10 Times Daily 



Book House 

Presba, Fellers & 
Presba, Inc. 



Bulova Watches 

The Biow Company 



SPONSORED 
PROGRAMS 



HESEBROUGH MANUFACTURING 
OMPANY, CONSOLIDATED* 

3th Week on WABC) 

Announcements 



Mon., Tues., Thurs. Vaseline Preparations 
6:45-6:46:30 p.m. McCann-Erickson, Inc. 



REZMA, INC. 

8th Week on WABC) 

Lessons in Loveliness 
with Nell Vinick 



Tues., Thurs., Sat. 
8:25-S:30 a.m. 
Tues., Thurs. 
11:00-11 :15 a.m. 



'Drezma" Cosmetics | 
Blaine-Thompson Co., ! 
Inc. 



•LORIDA CITRUS COMMISSION^ 

13th Week on WABC) 

Arthur Godfrey 

Participations 



;riffin manufacturing co., 

iNC* 

Arthur Godfrey 

Participations 



iROVE LABORATORIES, INC. 

22nd Week on WABC) 

I 

Odd Side of the News 



iRUG BAKING COMPANY 

93rd Week on WABC) 

Woman's Page of the Air 
with Adelaide Hawley 
Participations 



Mon. thru Sat. 
7:00-7:15 a.m. 



Florida Citrus Fruit 
Arthur Kudner, Inc. 



Tues., Thurs., Sat. 
7:00-7:15 a.m. 



Shoe Polish, Whitener 
and Dressing 

Bermingham.Castleman. 

and Pierce, Inc. 



nan^ 

I 



Mon., Wed., Fri. 
8:25-8:30 a.m. 



Bromo-Quinine Cold 
Tablets 

/. Walter Thompson 

Co., Inc. 



Mon. thru Fri. 
8:45-9:00 a.m. 



Bakery Products 
and Coffee 

Elmer L. Cline 



.EHN AND FINK PRODUCTS CORP.* Mon. thru Sat. 

Arthur Godfrey 6 :35-7 :00 a.m. 

Participations 
(Begins October 16) 



Hind's Honey and Almond 
Cream 

William Esty & Co., Inc. 



'In addition to number of weeks in which the client has used CBS Network facilities. 



J 



16 



WABC 
SPONSORED 
PROGRAMS 

Continued 



IIMt FKUUUll ANU AUtN 



P. LORILLARD COMPANY* 

(12th Week on WABC) 

Arthur Godfrey 

Participations 



Mon. thru Sat. 
6:35-7:00 a.m. 



Old Gold Cigarettes 
/. Walter Thompson^ 
Co., Inc. 



t 



BEN MARDEN'S RIVIERA 

(14th Week on WABC) 

Hughesreel 

with Rush Hughes 

Sports News 

with Warren Sweeney 



Tues. and Thurs. 
6:30-6:45 p.m. 



Saturday 
5:55-6:00 p.m. 



Ben Marden's Riviera 
/. R. Kupsick Adver l 
ing Agency, Inc. 



MARYLAND PHARMACEUTICAL CO. 

(26th Week on WABC) 

Woman's Page of the Air 

with Adelaide Hawley 

Participations 



Tues., Thurs., Sat. 
8:45-9:00 a.m. 



Rem and Rel 

The Joseph Katz Co,[ 



I 



McKESSON & ROBBINS, INC.* Mon. thru Fri. 

(22nd Week on WABC) 3 :55-4:00 p.m. 

Afternoon News 



Calox Tooth Powder 
/. D. Tarcher & Co., t 



MELVILLE SHOE COMPANY 

(150th Week on WABC) 

Early Morning News 



Mon. thru Sat. 
7:45-8:00 a.m. 



Thom McAn Shoes 
Neff-Rogow, Inc. 



► 



JOHN MORRELL AND COMPANY 

(7th Week on WABC) 

The Missus Goes A-Shopping 

Quiz 



Tues., Thurs., Sat. 
8:30-8:45 a.m. 



E-Z Cut Ham 

Henri, Hurst and 
McDonald, Inc. 



I NEW YORK STATE BUREAU OF 
MILK PUBLICITY 

(29th Week on WABC) 

Woman's Page of the Air 

with Adelaide Hawley 
Participations 



Mon. and Wed. 
8:45-9:00 a.m. 



Milk and Milk Product | 
/. M. Mathes, Inc. 



17 



NOXZEMA CHEMICAL CO., INC.* Saturday 

(21st Week on WABC) 9:45-10:15 p.m. 



Noxzema Products 



Battle of the Boroughs 

Quiz 



■■lb 



Ruthrauff & Ryan, IM^ 



' In addition to number of weeks in which the client has used CBS Network facilities. 




relkM^LgQj^ RUG COMPANY 

\2nd Week on WABC) 

Woman's Page of the Air 

with Adelaide Hawley 
Participations 



A 



RODUCT AND AGENCY 



I Friday 

8:45-9:00 a.m. 



Olson Rugs 

Presba, Fellers & 
Presba, Inc. 



f'SULLIVAN RUBBER COMPANY 

\7th Week on WABC) 

Arthur Godfrey 

Participations 



Mon., Wed., Fri. 
7:00-7:15 a.m. 



O'Sullivan Rubber Heels 
Bermingham, Castleman 
and Pierce, Inc. 



?EPSI-COLA COMPANY* 
\62nd Week on WABC) 

The Missus Goes A-Shopping 

Quiz 



Mon., Wed., Fri. 
8:30-8:45 a.m. 



Pepsi-Cola 

Newell-Emmett, Inc. 



WABC 

SPONSORED 
PROGRAMS 



>ETER PAUL COMPANY* 

l82nd Week on WABC) 

Early Riser's News 
News 

with John Reed King 



Mon., Tues., Wed. 
Fri. 

6:30-6:35 a.m. 

Tues., Thurs. 
6:00-6:10 p.m. 



Mounds 

Ten Crown Charcoal Gum 
Platt-Forbes, Inc. 



IqUAKER oats COMPANY* Mon. thru Sat. 

Ulst Week on WABC) 8 : 15-8 :20 a.m. 

The Aunt Jemima Program 



Aunt Jemima Pancake Flour 
Sherman K. Ellis & Co., 
Inc. 



ISELECT THEATRES CORP 
l(56th Week on WABC) 

Announcement 



Mon. and Wed. 
11:58:50 p.m.- 
12 mid. 



"Hellzapoppin" 
Blaine-Thom pson 
Co., Inc. 



[SMITH BROTHERS* 

iaOth Week on WABC) 

Arthur Godfrey 



Mon., Wed., Fri. 
7:30-7:45 a.m. 



"SB" Cough Drops and 
Cough Syrup 

/. D. Tarcher & Co., Inc. 



\ SOCONY- VACUUM OIL CO., INC.* 

\(9th Week on WABC) 

News 

with Mark Hawley 



Mon. thru Sat. Gasoline, Oil and 

10:45-11:00 p.m. Specialties 

/. Stirling Getchell, Inc. 



WASTE PAPER CONSUMING 
INDUSTRIES 

Arthur Godfrey 

Participations 



Mon. thru Sat. 
6:35-7:00 a.m. 



Paper Conservation 
Olian Advertising Co. 



WILSON AND COMPANY 

Arthur Godfrey 

Participations 



Mon. thru Sat. 
7:00-7:15 a.m. 



Ideal Dog Food 

V. S. Advertising Corp. 



i*//! addition to number of weeks in which the client has used CBS Netivork facilities. 



18 



CBS SUSTAIIHG PROGRIMS 



are chosen because they are timely, exciting, and balanced. These 
three standards of selection produce a diverse, flexible program 
schedule, carefully designed to win and retain the interest of mil- 
lions of listeners. To maintain its flexibility— to continue to present 
the most highly contemporary and most stimulating sustaining pro- 
grams on the air— Columbia finds it necessary in the course of the 
month to alter some details in the following schedule. These day- 
to-day and even liour-to-hour changes are reported, when possible, 
in local newspaper radio listings. 

For your convenience, the Columbia sustaining programs listed 
on the following pages are grouped in these classifications: 



1. NEWS BROADCASTS Page 20 

2. DRAMATIC SERIES Page 21 

3. NATIONAL DEFENSE Page 21 

4. LIGHT ENTERTAINMENT Page 22 

5. SERIOUS MUSIC ' Page 23 

6. EDUCATIONAL PROGRAMS Page 24 

7. CHILDREN'S PROGRAMS Page 26 

8. PERSONALITIES Page 26 

9. RELIGIOUS BROADCASTS Page 27 

CBS SHORT WAVE BROADCASTS Page 28 

ADDENDA: September programs Page 29 



GRAM AND Tl 



Sev/s Summaries, Analyses 
ind Broadcasts from Europe 

iCHEDULED PERIODS 
MONDAY THRU SUNDAY 



Headlines and Bylines 

7:15-7:30 p.m. 

EACH SUNDAY 



ESCRIPTI 



Columbia's staff of air reporters in European 
capitals, in New York, and in Washington cover 
the second world war according to a regular 
pattern of summaries, analyses, and news 
broadcasts from Europe. The schedule is sup- 
plemented with special events and sharpened 
by frequent addresses by public figures, his- 
torians, and political or military experts. 

News Broadcasts: Edward R. Murrow, Bob 
Trout, Charles Collingwood from London; 
Howard K. Smith from Berlin ; Dennis McEvoy 
and Larry Lesueur from Moscow; Charles 
Barbe from Berne; Bernard Valery from 
Stockholm; Cecil Brown from Singapore; 
Edward Chorlian from Cairo; Farnsworth 
Fowie from Ankara; Herbert Clark from 
Buenos Aires; W. R. Wills from Tokyo; 
William Dunn in the Far East: Elmer Davis. 
Linton Wells, Major G. F. Eliot, William L. 
Shirer from New York; Albert Warner, Eric 
Sevareid, John Charles Daly from Washing- 
ton: 8:00-8:15 a.m., Monday thru Satur- 
day; 6:45—7:00 p.m., Monday thru Satur- 
day; 2:30-3.00 p.m. Sunday: 9:00-9:15 
a.m., SUNDAY THRU SATURDAY; 10:45-11:00 
p.m., MONDAY THRU SATURDAY. 

News Summaries: 6:30, 9:00 a.m., 3:55 p.m., 
12:55 a.m., Monday thru Saturday; 6:00 
p.m., SATURDAY ; 2 :30 p.m., 12 :55 a.m., Sunday. 

News Analyses: Linton Wells, 12:00-12:05 
a.m., MONDAY THRU SATURDAY; Elmer Davis, 
8:55-9:00 p.m., Monday; 6:30-6:45 p.m., 
SATURDAY; Albert Warner, 6:00-6:10 p.m., 
TUESDAY AND THURSDAY; William L. Shirer, 
6:15-6:30 p.m., Thursday. 

iSee also sponsored news programs.) 



In this Sunday evening period of news analy- 
sis. Major George Fielding Eliot stresses 
the military aspects of war in Europe, Albert 
Warner describes the Washington scene, and 
Bob Trout analyzes the week's news generally. 



NEWS 

BROADCASTS 



4 



20 



PROGRAM AND TIME 



DRAMATIC 
SERIES 



NATIONAL 
DEFENSE 



21 



Columbia Workshop 

8:00-8:30 p.m.to the West 
10:30-11 :00 p.m. to the East 

EACH SUNDAY 




Jones and I 

10:30-11:00 a.m. 
EACH SATURDAY 



Report to the Nation 
9:30-10:00 p.m. 

EACH TUESDAY 



Spirit of '41 

2:00-2:30 p.m. 

EACH SUNDAY 



Calling Pan-America 

6:00-6:30 p.m. 

EACH SATURDAY 



The People's Platform 

7:00-7:30 p.m. 

EACH SATURDAY 



le Col umJjia Workshop remains the foremost' 
program on the air devoted to experimental 
broadcasting. Starting with the first broadcast 
in May, Norman Corwin returned as author- 
director in an ambitious, original series called 
"26 by Corwin." 



■ 



Here is a light and refreshing new addition to 
Columbia's Saturday morning dramatic sched- 
ule. The story revolves around the doings of a 
young couple, after the girl proposes marriage. 
^ Scott Farnworth doubles as author and male 
* lead for the series. Stuart Buchanan directs. 



This informal, factual series brings the Amer- 
ican people a report each week on the inside 
workings of their government. Each program 
describes the government's operation in a 
problem or event rich in public interest. The 
series is produced by Brewster Morgan. 



Broadcast in the interest of national defense, 
this new series singles out each week a unit of 
the Army, Navy or Marines and, in dramatic 
form, traces its history and development. 
Brewster Morgan directs the program which 
is written by Willis Cooper. The narrator is 
Burgess Meredith. 



iilho 



m 



The Columbia Broadcasting System takes an- 
other step toward bringing the Americas closenf 
together through radio. Heard throughout the. 
western hemisphere, this new series originates 
in a different capital each week, "calls" a dif- 
ferent nation to the microphone with a vivid 
radio-picture of its daily life and culture. 




Lyman Bryson entertains four Americans at 
dinner and draws them into an extempora- 
neous discussion of current problems and an 
informal exchange of ideas. 



itel 





atinee at Meadowbrook 
00-5:55 p.m. 

CH SATURDAY 



An hour jamboree featuring the orchestras of 
Benny Goodman and Tommy Dorsey during 
October. Regulars on the program include 
Announcer Jackson \^1ieeler, Eddie Mayehoff 
and Sally Stevens. Perry Lalferty directs. 



uri Ives Coffee Club 

.-00-10:30 a.m. 
CH SATURDAY 



Burl Ives plays host to a circle of musical 
personalities with varied talents. Among the 
"regulars" are Juan Arvizu, Walter Gross, 
Genevieve Rowe and the Golden Gate Quartet. 



enfro Valley Folks 

:30-3 :45 p.m. 

ONDAY THRU FRIDAY 



Inhabitants of the Kentucky hills provide the 
talent for this program of folk songs, which is 
broadcast from an old-time log cabin settle- 
ment in the heart of the Renfro Valley. 



's Is The Life 

:30-2 :00 p.m. 

CH SUNDAY 



John Reed King traverses the centuries in the 
halls of the American Museum of Natural His- 
tory. Experts from the museum's Department 
of Anthropology supply the facts and mate- 
rial, on which the programs are based. 



lay Thompson Festival 

1:05-11:30 a.m. 
ACH SATURDAY 



The festival presents Miss Thompson in a 
many-sided role — as choral director, soloist, 
comedienne, and composer. Music is under the 
direction of Walter Gross, and Perry Lalferty 
directs the program. 



Tolden Gate Quartet, 

•"our Oubmen, Sjonphonettes 

'ARIOUS HOURS 



These harmony groups are featured on the 
Columbia Network through the week. Each 
group has a distinctive vocal style and is a 
CBS favorite. 



Jjance Orchestra 

'ARIOUS HOURS 
-lONDAY THRU SUNDAY 




America's leading dance bands provide a full 
schedule of current hits and old favorites to 
Columbia listeners each evening. These top 
ranking bands are scheduled for October: 



Blue Barron 
Count Basie 
Bob Chester 
Benny Goodman 
Harry James 
Andy Kirk 



Guy Lombardo 
Vaughn Monroe 
Russ Morgan 
Red Nichols 
Teddy Powell 
Charles Spivak 



Claude Thornhill 



LIGHT 
ENTERTAIN- 
MENT 



22 



PROGRAM AND TIM 



DESCRIPTI 



SERIOUS 
MUSIC 



New York Philharmonic' 
Symphony Orchestra 
3:00-i:30 p.m. 
EACH SUNDAY 
(Beginning October 12) 



The New York Philharmonic-Symphony 
chestra, broadcasting for the twelfth consecu 
tive year on CBS, is celebrating its centennial 
season. During October, Leopold Stokowsk; 
will be guest conductor. Deems Taylor acts a: 
intermission commentator. i 



Library of Congress 
Concerts 

11:05 a.m.-12:00 noon 

EACH SUNDAY 



Beethoven's sixteen quartets as well as his; 
"Grand Fugue" will be included in this series 
by the world famous Budapest String Quartet) 
Josef Roismann and Alexander Schneider) 
violins; Boris Kroyt, viola; and Mischg 
Schneider, 'cello, comprise the quartet. All thg 
concerts originate in the Library of Congress 
and are given under the auspices of the Ger 
trude Clarke Whittall Foundation. 



From Columbia's Concert 
Hall 

4:00-4:30 p.m. 

MONDAY THRU FRIDAY 
(Series Begins October 6) 



I 



This is an unusual series of programs, embrac 
I ing great symphonic, operatic, vocal ant 
chamber music works. It includes seldom-per 
formed American works, orchestral and voca 
excerpts from great operas, little-known con 
certi, and music and songs for small ensem 
bles. The participating groups of artists vary 
MONDAYS: "Stars in the Orchestra," devotee 
to concerti and shorter solo works played 
individual members of the Columbia Concer 
I' Orchestra, under Howard Barlow's direction 
TUESDAYS: "Milestones in American Music" 
comprising historic American composition; 
performed by orchestral, chamber and voca 
groups from the Eastman School of Music ii 
Rochester. (Piano recitals by Egon Petri wil 
i comprise the first three programs.) 

WEDNESDAYS: "Songs of the Centuries", witl 
songs of the masters sung by vocal soloists 
Howard Barlow will conduct. 
THURSDAYS: The Cincinnati Conservatory o 
Music presents orchestral and chamber musit 
ensembles with occasional choruses and vocal 
ists. 

FRIDAYS : "The Lyric Stage", with Howard Bar 
low directing orchestral excerpts from opera 
and ballets. Occasional soloists will be heart 



23 



0^ 



fttl 



Stol. 



OGRAM AND 11 



SHoluniltia's American 
icoiHfusic F^estival 

;30-8 :00 p.m. 



VCH SATURDAY 



rom the Organ Loft 
:15-9:45 a.m. 

lACH SUNDAY 



tBS ADULT 
EDUCATION BOARD 




Howard Barlow and the Columbia Concert 
Orchestra play new scores by contemporary 
American composers. 



Famous organist Julius Mattfeld in Columbia's 
well known series of organ recitals with a vast 
repertory of works for the instrument. 



"Invitation to Learning", "The People's Plat- 
form" and "Report to the Nation" are presen- 
tations of the Department of Education, 
arranged with the counsel of Columbia's Adult 
Education Board. Members of the Board, 
representative of the nation's leading educa- 
tors and publicists, are : 



LYMAN BRYSON, chairman 

STRINGFELLOW BARR 
WILLIAM BENTON 
HARRY WOODBURN CHASE 
ROr.ERT I. GANNON, S.J. 
ALVIN S. JOHNSON 



HENRY R. LUCE 
SPENCER MILLER, JR. 
RUTH BRYAN ROHDE 
THOMAS V. SMITH 
WILLIAM ALLEN WHITE 
RAY LYMAN WILBUR 



JOSEPH H. WILLITS 



4 



SERIOUS 
MUSIC 



EDUCATIONAL 
PROGRAMS 



erican School of the Air 

:15-9:45 a.m. 
Eastern Time Zone) 
:30-2 :55 p.m. 
[(Central Time Zone) 
9:30-10:00 a.m. 
|( Mountain Time Zone) 
1:30-2 :00 p.m. 
(Pacific Time Zone) 
MONDAY THRU FRIDAY 




The American School of the Air, now broad- 
cast to the Latin American Republics, is in its 
thirteenth year on CBS. An estimated 8,000,000 
students in the Lhiited States alone listen reg- 
ularly to the series. 

MOisiDAys—Americajis at Work 
OCTOBER 6: Shipbuilders. 
OCTOBER 20: Sailors. 
OCTOBER 27: Airmen. 

TUESDAYS — Mwiic of the Americas 
OCTOBER 7: School and Children's Songs. 
OCTOBER 14: Geography and Music. 
OCTOBER 21 : Music of the Mountaineers. 
OCTOBER 28: Music of the Plains. 

WEDNESDAYS— A'e;*; Horizons: Lands of 
New World Neighbors 
OCTOBER 8: Dawn of the New World. 
OCTOBER 15: Queen of the Caribbean. 
OCTOBER 22: Land of Golden Empires. 
OCTOBER 29: Lands of the Spanish Main. 



24 



EDUCATIONAL 
PROGRAMS 

Continued 



American School of the Air 

Continued 




THURSDAYS— 7a/e5 from Far and Neat 
OCTOBER 9: Augustus Goes South. 
OCTOBER 16: Susannah, a Little Girl with 

Mounties. 
OCTOBER 23: The Silver Fawn. 
OCTOBER 30: The Boat Builder. 

FRIDAYS — T^is Living World 
OCTOBER 10: Democracy Today. 
OCTOBER 17: Preparing for Defense. 
OCTOBER 24: Training for Jobs. 
OCTOBER 31 : Food for Democracy. 



th 



Invitation to Learning 

11:30-12:00 noon 

EACH SUNDAY 

(Series Resumes November 6) 



This series invites listeners to read or re-reat 
the world's great books discussed by Mar! 

Van Doren and special guests. 



B 

3i.lT 



Children Also Are People 
3:45-3:55 p.m. 

EACH WEDNESDAY 



CBS presents a series of broadcasts by chih 
experts and various celebrities to show parent 
that children are people, too. 



Columbia's Country Journal 

12:00-12 :30 p.m. 

EACH SUNDAY 



Charles Stookey, Columbia's director of agri 
cultural programs, presents a weekly roundj 
up of farm news, and interviews distinguishet 
agricultural authorities and leaders. 



f Highways to Health 



4:15-4:30 p.m. 

EACH FRIDAY 



Dr. I ago Galdston of the New York Academy 
of Medicine arranges these instructive talk; 
on health for laymen. 



Trailside Adventures 
3:45-3:55 p.m. 



EACH FRIDAY 



This series on wild life conservation feature 
"personal appearances" by the animal star 
of the Trailside Museum at Bear Mountain. 



Columbia's Lecture Hall 
3:45-3:55 p.m. 



EACH MONDAY 



Columbia's listeners hear lectures and discus 
sions on Latin American affairs by variou! 
authorities in the field. 



in 



25 



SCRIPTIO 



erica in Transition 
45-3:55 p.m. 
CH TUESDAY 



'ventures in Science 

45-3:55 p.m. 

CH THURSDAY 



This new series features interviews with artists, 
scientists and technologists. 



Watson Davis interviews pominent scientists 
on these CBS programs, planned in conjunc- 
tion with Science Service, Inc. 



EDUCATIONAL 
PROGRAMS 



f Men and Books 
:00-3 :30 p.m. 

KCH TUESDAY 



icVs Pretend 
:00-l:30 p.m. 
ACH SATURDAY 



lie Old Dirt-Dobber 

30-10:00 a.m. 
ACH SATURDAY 



Dutdoors with Bob Edge 
):30-6:45 p.m. 

i:ACH TUESDAY 



luan Arvizu 

10:30-10:45 p.m. 

MONDAY, TUESDAY, WEDNESDAY, 



Professor John T. Frederick of the Medill 
School of Journalism, Northwestern Univer- 
sity, discusses recently published books and 
brings their authors to the CBS microphone. 



This series, which dramatizes the world's 
greatest fairy tales, has won more awards than 
any other children's program. Directed by 
Nila Mack and presented by a cast of child 
actors, "Let's Pretend" has in 1940 won the 
Radio Daily Award as the best children's pro- 
gram on the air, the Scripps-Howard nation- 
wide poll of radio editors, and the Women's 
National Radio Committee Award. 



Tom Williams, horticultural expert of WLAC 
in Nashville, "the old dirt-dobber," answers 
queries about trees, plants, birds and insects. 



Bob Edge, CBS hunting and fishing expert, 
recounts anecdotes and furnishes useful infor- 
mation to sporting enthusiasts. 



^ND SATURDAY 



Juan Arvizu, singing idol of Latin America, is 
presented by CBS with Alfredo Antonini's 
Tipica Orchestra and, on Tuesdays, the Trio 
Flores del Rio. 



r\Iel Allen on Football 

11:00-11:15 p.m. 



EACH FRIDAY 



Columbia's popular sports announcer reports 
the scores of Friday's games along with a last 
minute preview of Saturday's best contest. 



CHILDREN'S 
PROGRAMS 



PERSONALITIES 



26 



PROGRAM AND TIME 



DESCRIP 



RELIGIOUS 
BROADCASTS 



Church of the Air 

10:00-10:30 a.m. 
1 :00-l :30 p.m. 
EACH SUNDAY 



Wings Over Jordan 

10:30-11:00 a.m. 
EACH SUNDAY 



The Church of the Air has completed its tentlBn" 
consecutive year of Sunday morning and afte:|. Fn 
noon religious broadcasts. In October: 



OCTOBER .5 : Morning: Rev. Dr. Edgar Frankli 
Romig, West End Collegiate Reformed Churcl 
New York City. 

Afternoon: The Rt. Rev. Msgr. Thomas J. M( 
Donnell, National Director, Society of th' 
Propagation of the Faith, New York City. 



OCTOBER 12: Morning: Episcopalian Service 

Afternoon: Mr. Norman E. John, Former Fi| 
Reader in a Christian Science Church. 



OCTOBER 19: Morning: Lutheran Service. 
Afternoon: Catholic Service. 

OCTOBER 26: Morning: Congregational Sei 
vice. 

Afternoon: Jewish Service. 



lijGe 



3'.10\ 



This program of religious talks and spiritual 
is presented by outstanding Negro leaders an<) t*" 
educators and a choir of thirty voices. 



OCTOBER 5 : Andrew J. Allison, Alumni Secre|BE Rc 
tary of Fisk University, Nashville, Tenn. 



OCTOBER 12: Dr. Dorothy Ferebee, Cotto 
Field Clinic of Mississippi, Washington, D. C 

OCTOBER 19: Dean Chester B. Emerson, Trinit; 
Cathedral, Cleveland, Ohio. 

OCTOBER 26: To be announced. 



An 



m 
tali 



T 



GRAM AND TIM 



SCRIPTIO 



tw9 Broadcasts (WCBX) 

ms in English : 

100-8 :15 a.m.. 1 1 :00-l 1 :05 a.m., 
EsO-l :45 p.m., 5:30-5:45 p.m. 

ews in Italian : 

1:00-12 :15p.m., 3 :00-3 :15 p.m. 

pws in German : 

30-1 :15 p.m., 4:00-4:15 p.m. 

bws in Polish: 

|jl5-l :30 p.m.. 5:15-5:30 p.m. 
BWS in French: 

(00-2:15 p.m., 5:00-5:15 p.m. 
\lLY INCLUDING SUNDAY 
sws in Serbo-Croatian : 
|15-4:30 p.m. 

llLY EXCEPT SUNDAY 



J 



Each day, from early morning to evening, 
Columbia's international station, WCBX, 
directs a comprehensive schedule of news 
broadcasts to Europe. These are transmitted 
in six languages — English, French, German, 
Italian, Polish, and Serbo-Croatian. CBS has 
set up a large international news staff, sepa- 
rate from the network, to prepare the news. At 
hand are all the news services and facilities 
available to the network itself. Some of the 
WCBX European reporters include Beverly 
Thurman, editor of the French division: Field 
Horine, German editor; Mario Capelli, Italian 
editor; Edward Kulikowski, Polish editor, and 
Vaso Trivanovitch, Serbo-Croatian editor. 



Eollywood News in English 
145-3:00 p.m. 

IcH MONDAY 



Columbia broadcasts the latest news of Holly- 
wood once a week for the English audience in 
Europe. 



lews Broadcasts (WCBX) 

Jjews in English: 
|;:3(>-6:45 p.m. 

fews in Spanish: 
:45-7 :00 p.m., 10 :00-10 :05 p.m. 
ews in Portuguese : 
[ :15-7:30p.m. 

I AILY INCLUDING SUNDAY 



Each evening, Columbia's international sta- 
tion, WCBX, directs its broadcasts to Latin 
America. News is transmitted in three lan- 
guages — English, Spanish, and Portuguese. 
WCBX reporters include Roberto Unanue, 
Latin American news editor ; Alberto Zalamea, 
Luiz Castaneda, Luis Correa, Luis Jatoba. 



SPECIAL CBS 
SHORT WAVE 
BROADCASTS 
TO EUROPE 

irCBX New York 



SPECIAL CBS 

SHORT WAVE 

BROADCASTS 

TO LATIN 

AMERICA 

[f CBX New York 



rater-American Program 
|n Spanish 
|i:00-8:15 p.m. 

lONDAY, WEDNESDAY, FRIDAY 



Three nights a week. Roberto Unanue reports 
news of the Americas in Spanish and inter- 
views Latin American personalities. 



loUywood News 
n Spanish: 

:45-8 :00 p.m. each Monday 
|n Portuguese: 
:45-8 :00 p.m. EACH Thursday 



Once each week, CBS presents the latest news 
of Hollywood. Luiz Castaneda is heard in 
Spanish and Luis Correa reports in Portu- 
guese. 



I barmen Castelo's Column 
:00-7 :15 p.m. 



;ACH FRIDAY 



Carmen Castelo reports the latest news and 
gossip along Broadway— of the theater, motion 
pictures, fashions and personalities. 



!^uhural News in Spanish 
I ):00-9 :15 p.m. 

:aCH FRIDAY 



A digest of cultural news of special interest to 
Latin American listeners is broadcast each Fri- 
day by Jose Santos Quijano. 



28 



ADDEIDA: 



SEPTEMBER PROGRAMS 



Columbia's Special Feature broadcasts are arranged on a week tc 
week, sometimes day to day, and even, on occasion, hour to houi 
basis. One result of this flexibility and timeliness is the following 
partial list of September programs which were arranged too late foi 
inclusion in the last month's issue of the Columbia program book. 



PUBLIC AFFAIRS 

SEPTEMBER 2: Burgess Meredith, Alice 
Marble, Radio News Analyst Tex McCrary, 
and Gene Tunney spoke in behalf of United 
Youth for Defense, 10:15-10:30 p.m. 

SEPTEMBER 3: "Business Unity for Na- 
tional Defense" was the subject of talks by 
Albert W. Hawkes, President of the U. S. 
Chamber of Commerce, and Major Benjamin 
H. Namm, National Chairman of the Retail- 
ers' Defense Committee, 10:15 10:30 p.m. 

SEPTEMBER 5: Senator Robert A. Taft, 
Republican from Ohio, spoke on National 
Unity in relation to the international situa- 
tion, 7:30-8:00 p.m. 

SEPTEMBER 6: John T. Jones, Director of 
Labor's Non-Partisan League and Legisla- 
tive Representative for the C.I.O., discussed 
"TheC.I.O.Tax Program", 10:15-10:30p.m. 

SEPTEMBER 9: Carl Sandburg spoke on 
the National situation in behalf of the Com- 
mittee to Defend America, 10:15-10:30 p.m. 

SEPTEMBER 11: Mrs. Preston Davie, vice- 
president of the American Women's Volun- 
tary Services talked about "Women and the 
Defense Program", 4:30-4:45 p.m. 

SEPTEMBER 12: The editor of Harper's 
Bazaar, Carmel Snow, discussed clothes for 



the defense wife and the defense worker ii 
her talk on "New Times— New Women- 
New Clothes", 4:45-5:00 p.m. 

SEPTEMBER 13: Secretary of Agriculture"' 
Claude Wickard spoke from Los Angeles or 
"The Job We Have to Do". The address was 
heard on Columbia Network Stations wesl| 
of Chicago, 12 :30-12 :55 a.m. j 

SEPTEMBER 13: Governors Herbert H.' 
Lehman of New York, Frank M. Dixon of 
Alabama, Harold E. Stassen of Minnesota, 
and Culbert L. Olson of California discussed; 
the progress of the defense program in their 
states, under the sponsorship of the Council; 
of State Governments, 10:15-10:45 p.m. ( 

SEPTEMBER 14 : Herbert Agar, editor of the 
Louisville Courier- Journal, spoke for the 
Fight for Freedom, 7:15-7:30 p.m. 

SEPTEMBER 16: Herbert Hoover, former 
President of the LTnited States, spoke from 
Chicago, 10:15-10:45 p.m. | 

SEPTEMBER 17: Senator Francis MacDer- 
mot of the Irish Parliament spoke about, 
"Ireland and the War", 10:15-10:30 p.m.' 

SEPTEMBER 18: Dr. Basil C. MacLean, 
President-elect of the American Hospital 
Association spoke on "Hospitals and Na- 
tional Defense", 3:00-3:15 p.m. 



SEPTEMBER 19: Former Congressman 
iamuel B. Pettengill spoke for the Com- 
iiittee for Constitutional Government on 
'Congress and Your Purse", 6:30-6:45 p.m. 

SEPTEMBER 20: Isolationist Senator 
erald P Nye, Republican of North Dakota, 
ddressed the Steuhen Society on the sub- 
ect,"Loyalty and Unity", 10:15-10 :30 p.m. 

SEPTEMBER 21: Clark M. Eichelberger, 
irector of the Committee to Defend Amer- 
ca, discussed "The Current National Emer- 
ency". 1:45-2:00 p.m. 

SEPTEMBER 23: Premier Mitchell F. 
epburn of the Province of Ontario, Canada 
poke from New York, 6:30-6:45 p.m. 

SEPTEMBER 24 : Senator Harold H. Burton, 
epublican from Ohio, broadcast a speech 
rem Washington under the auspices of the 
asonic Service Association of the U. S., 
:30-6:45 p.m. 

SEPTEMBER 24: Pierce Butler, Jr., son of 
Former Supreme Court Justice Butler, spoke 
from Minneapolis under the auspices of the 
Fight for Freedom, 10:15-10:30 p.m. 

SEPTEMBER 25: David Cushman Coyle, 
author of the book "America", talked about 
the "Battle of the Atlantic" under the 
auspices of the Committee to Defend 
\^merica, 6:30-6:45 p.m. 

SEPTEMBER 26: Former U. S. Ambassador 
to Belgium John Cudahy discussed the ques- 
tion. '"Are We At War?", in a broadcast from 
Milwaukee. 7:45-8:00 p.m. 

SEPTEMBER 29: Bartley Crum, San Fran- 
cisco lawyer, spoke for the Fight for Free- 
dom on individual states' responsibilities. 
3:30-3:45 p.m. 

SEPTEMBER 30: Professor Arthur H. 
Compton, Dean of Physical Sciences at the 
University of Chicago, spoke in connection 
with the University's fiftieth anniversary 



celebration on '"Education and the New 
World", 10:15-10:30 p.m. 

SEPTEMBER 30: Governor Harold Stassen 
of Minnesota spoke from Indianapolis in 
connection with Religious Education Week, 
in behalf of the International Council of 
Religious Education, 4 :45-5 :00 p.m. 

SPECIAL EVENTS 

SEPTEMBER 1 : President Roosevelt broad- 
cast his Labor Da}' message from the 
Franklin D. Roosevelt Memorial Library at 
Hyde Park. 1:45-2:00 p.m. 

SEPTEMBER 1 : Secretary of Labor Frances 
Perkins gave her ninth Labor Dav address 
from Boston, 11:15—11:30 p.m. 

SEPTEMBER 1 : George Meany, Secretary- 
Treasurer of the American Federation of 
Labor spoke from a labor meeting at Union- 
dale, Long Island, 3:30-3:45 p.m. 

SEPTEMBER 1 : King Haakon of Norway, 
General de Gaulle of the Free French, and a 
group of rulers and leaders of the conquered 
Nations of Europe participated in a broad- 
cast from London marking the Second Anni- 
versary of World War 11, 4:00-4:45 p.m. 

SEPTEMBER 1-7: Ted Husing broadcast 
summaries and play-by-play description of 
the National Singles Tennis Matches from 
Forest Hills. 

SEPTEMBER 5 : Mrs. Franklin D. Roosevelt, 
Fiorello H. La Guardia, administrator of 
the Office of Civilian Defense, and Paul V. 
McNutt, Federal Security Administrator, 
discussed the specific duties of citizens in the 
civilian defense program, 8:30-8:55 p.m. 

SEPTEMBER 6: King Peter II of Yugo- 
slavia and Wendell Willkie participated in a 
trans-atlantic broadcast on the King's twentv- 
first birthday. King Peter was heard from 
London and Mr. Willkie from New York. 
2:00-2:30 p.m. 



SEPTEMBER 11: President Roosevelt 
broadcast his "Fireside Chat, " reasserting 
the American concept of freedom of the seas, 
10:00-10:30 p.m. A roundup of editorial 
comments on the speech was carried an hour 
later, 11:30-12:00 Mid. 

SEPTEMBER 12: Maria Maximovitch, Rus- 
sian-American Soprano, and David Smith. 
16 vear old pianist, gave a recital from the 
National Federation of Music Clubs Board 
Meeting in Cincinnati, 3:30-3:45 p.m. 

SEPTEMBER 13: Ted Husing, assisted by 
Jimmy Dolan, brought Columbia listeners a 
description of The Beldame Handicap from 
Aqueduct Race Track, 4:45-5:00 p.m. 

SEPTEMBER 13, 15, 18: Columbia carried 
three broadcasts from the American Leg- 
ion Convention in Milwaukee. Speakers 
included National Commander Milo J. War- 
ner, National Convention Corporation Presi- 
dent Frank L. Greenya, and Mrs. Louis J. 
Lenstra, National President of the American 
Legion Auxiliary. 

SEPTEMBER 15: The "battle" between the 
Second and Third Armies in Louisiana, 
which began on this date, was covered five 
days a week with on-the-spot broadcasts by 
John Charles Daly and Eric Sevareid, Mon- 
days thru Fridays, 4:30-4:45 p.m. 

SEPTEMBER 18: A description of the De- 
fense Ball, sponsored by the New York City 
Federation of Women's Clubs, was broad- 
cast from the Grand Ballroom of the Hotel 
Astor, 12:05-12:30 a.m. 

SEPTEMBER 20: The New England Jubilee 
Chorus, under the direction of Homer Rhode- 
heaver, sang from the Eastern States Exposi- 
tion Colosseum at West Springfield, Mass., 
2:00-2:30 p.m. 



SEPTEMBER 20: Brigadier General George 
Osborne, U. S. Army Morale Chief, and 
Judge William C. Hasty, Negro Civilian Aid 
to the Secretary of War, spoke at the open- 
ing exercises of a Negro week-end camp at 
Anacostia, near Washington, 4:00-4:30 p.m. 

SEPTEMBER 20: Edward R. Murrow and 
other members of the CBS London news staff j 
shortwaved a word-picture of London dur- 
ing the blackout called, "Around London". 
4:30-5:00 p.m. || 

SEPTEMBER 21 : Dr. Stephen S.Wise, Rabbi 
of the Free Synagogue in New York, read a 
Rosh Hashanah message from President 
Roosevelt during a High Holiday broadcast ! 
made in connection with the L^nited Jewish 
Appeal for Refugees, Overseas Needs, and 
Palestine, 2:35-3:00 p.m. 

SEPTEMBER 21 : The dedication of the 
Screen Actors Guild Home was broadcast j 
from Hollywood, with speeches by Jean 
Hersholt. Edward Arnold, Mary Pickford 
and others, 7:15-7:30 p.m. ;j 

SEPTEMBER 23: Ted Husing broadcast a 
description of the match race between Alsab | 
and Requested from Belmont Park, 3:30-jJ 
3:45 p.m. i 

SEPTEMBER 27: A play-by-plav account of 
the Michigan-Michigan State football game 
by Ted Husing opened the 1941 football sea- 
son for Columbia listeners. 2:45-5:30 p.m. 

SEPTEMBER 28: General George C. Mar- 
shall, Chief of Staff of the Army, and Dr. 
David de Sola Pool, Rabbi of New York 
City's Spanish and Portuguese Synagogue 
participated in a Yom Kippur broadcast, 
1 :30-2:00 p.m. , 



THE COLUMBIA BROADCASTING SYSTEM 



Sales and administrative offices: 485 Madison Avenue, New York • 182 Tremont Street. Boston 
410 North Michigan Avenue, Chicago • 902 Fisher Building, Detroit • Mart Building 
St. Louis • 625 Second Avenue. South, Minneapolis • Wilder Building, Charlotte, North 
Carolina • Earle Building, Washington • Columbia Square. Hollywood • Palace Hotel. 
San Francisco • 84 Hallam Street, W. 1, London • Cable address, Columbia, New York 



MIHBEIl, I94i 



THE COIKMBIA 
PROGMH BOOK 

CBS SPONSORED PROGRAMS: pp. 3 to 15 
WABC SPONSORED PROGRAMS: pp. 15 to 18 
CBS SUSTAINING PROGRAMS: pp. 19 to 28 

Published monthly for advertising executives by 
THE COLUMBIA BROADCASTING SYSTEM 
485 Madison Avenue, New York City, N, Y. 



COLUMBIA lETWORR ClIEITS 



01011!'' 



• AUTOMOTIVE 

CHRYSLER CORPORATION: 
Plymouth, Dodge, DeSoto, 

Chrysler motor cars Page 5 

FORD MOTOR COMPANY: 

Ford cars, trucks, tractors, Mercury, 

Lincoln Page 7 

• CIGARETTES & TOBACCO 

AMERICAN TOBACCO COMPANY: 

Lucky Strike Cigarettes .... Page 3 

LIGGETT & MYERS TOBACCO COMPANY: 

Chesterfield Cigarettes, 

Velvet Cigarette and Pipe Tobacco Page 10 

PHILIP MORRIS & COMPANY, LTD.: 

Philip Morris Cigarettes .... Page 11 

R. J. REYNOLDS TOBACCO COMPANY: 

Camel Cigarettes, 

Prince Albert Smoking Tobacco . Page 12 

U. S. TOBACCO COMPANY: 

Dill's Best, Model Tobacco . . . Page 13 

• CONFECTIONERY 

AMERICAN CHICLE COMPANY: 

Chiclets & Dentyne Page 13 

CURTISS CANDY COMPANY: 

Candy Page 6 

DOUBLEMINT GUM : 

Doublemint Gum Page 6 

PETER PAUL, INC. : 

Mounds Candy, Ten Crown Gum . Page 15 
SPEARMINT GUM: 

Spearmint Gum Page 12 

• DRUGS & TOILET GOODS 

AFFILIATED PRODUCTS, INC.: 

Edna Wallace Hopper Cosmetics, 

Kolynos Page 3 

ANACIN COMPANY: 

Anacin Page 3 

BATHASWEET CORPORATION: 

Bathasweet Products Page 14 

BAYER COMPANY: 

Bayer Aspirin Page 3 

CAMPANA SALES COMPANY: 

Campana Hand Cream, 

Campana Balm, Dreskin, Coolies, 

D.D.D., Old South Toiletries . . Page 4 

CHESEBROUGH MANUFACTURING COMPANY: 

Vaseline Preparations .... Page 5 



1 



COLGATE-PALMOLIVE-PEET COMPANY : 

(See also Laundry Soaps) 
Colgate Dental Cream, 
Palmolive Shave Cream, 
Palmolive Brushless Shave, 
Palmolive Soap, 
Colgate Tooth Powder . 

COLONIAL DAMES, INC.: 

Cosmetics Page U\ ■ 



iifee . 

■ilHllist C 
j flMPBEL 

ages 5, e 

fens, ai 



EMERSON DRUG CO.: 

Bromo-Seltzer Page f 

RICHARD HUDNUT: 

Marvelous Cosmetics Page M] 

IRONIZED YEAST CO., INC.: 

Ironized Yeast Page 8 

JOHNSON & JOHNSON: 

Band-Aid Page S 

LADY ESTHER LTD. : ^ 

Face Powder, Face Cream, 

Rouge, Lipstick and Nail Polish . Page ^ 

LEVER BROTHERS COMPANY: 

(See also Foods; Laundry Soaps) 
Lux Toilet Soap, 
Lifebuoy Health Soap, 

Swan Soap Page 

LOS ANGELES SOAP COMPANY: 
White King Soap, 
Sierra Pine Soap Page 14 

luden's, INC.: 
Menthol Cough Drops .... Page 14 

LUXOR LTD.: 
Luxor Products Page 10 

MAGAZINE REPEATING RAZOR CO.: 
Schick Injector Razors and Blades Page 10 

THE PROCTER & GAMBLE COMPANY: 

(See also Laundry Soaps; Foods) 
Ivory Soap Page llj 

SMITH BROTHERS: 

"SB" Cough Drops and 

Cough Syrup Page 15 

E. R. SQUIBB & SONS: 

Squibb Products Page 13 

VICK CHEMICAL CO.: 
Vicks VapoRub, 
Vicks Va-tro-nol Page 13 

«» FOODS & BEVERAGES 

ALBERS BROTHERS MILLING CO.: 

Albers Flapjack Flour .... Page 13 



(OCKOl 
jira-Col 



IDIRAI 



ikrb: 



mi 



im 
flanleri 
hten 

IHIPR 



(ltta»i): 
111 tin. 



\RMOl R & CO.: 

Fleet Page 3 

bowey's, inc. : 

Dari-Rich Products Page 3 

BREAKFAST CLUB COFFEE, INC. : 

offee Page 15 

ALIFORNIA FRUIT GROWERS EXCHANGE: 
unkist Oranges, Lemons . . . Page 4 

AMPBELL SOUP COMPANY: 

'ampbelTs Soups. Pork and 
eans, and Tomato Juice . . . Page 4 
ranco-American Macaroni 
nd Spaghetti Page 4 

COCA-COLA COMPANY: 

oca-Cola Page 5 

CONTINENTAL BAKING COMPANY, INC.: 

onder Bread, Hostess Cake . . Page 6 

GENERAL FOODS CORPORATION : 

(See also Laundry Soaps) 

Grape Nuts. Grape Nuts Flakes, 

Sanka Coffee, Postum, 

i Diamond Crystal Salt, 

Maxwell House Coffee, 

Post Toasties. 

Swansdown, Calumet Page 7 

Walter Baker's Chocolate & Cocoa Page 14 

GENERAL MILLS, INC. : 

Wheaties. Gold Medal Flour. 

Bisquick Page 8 

LEVER BROTHERS COMPANY: 

(See also Drugs; Laundry Soaps) 

Spry Page 10 

THOMAS J. LIPTON, INC.: 

Lipton's Tea and Tea Bags, 

Continental Soup Mix .... Page 10 

NESTLe's milk PRODUCTS, INC. : 

Alpine Coffee Page 15 

PET MILK SALES CORPORATION: 

Pet Irradiated Milk Page 11 

PLANTERS NUT & CHOCOLATE COMPANY: 

Planters Salted Peanuts, 

Planters Peanut Oil Page 15 

THE PROCTER & GAMBLE COMPANY: 

(See also Toilet Goods; Laundry Soaps) 

Crisco Page 12 

• LAUNDRY SOAPS & ACCESSORIES 

COLGATE-PALMOLIVE-PEET COMPANY: 

(See also Toilet Goods) 

Concentrated Super Suds, 

Octagon Products, Crystal White . Page 5 

All time listed on the following pages is current 



GENERAL FOODS CORPORATION: 

(See also Foods) 

La France, Satina Page 7 

LEVER BROTHERS COMPANY: 

(See also Drugs; Foods) 

Rinso, Silver Dust .... Pages 9, 10 

PACIFIC COAST BORAX CO.: 

20 Mule Team Borax and 

Borax Flakes, Boraxo .... Page 10 

THE PROCTER & GAMBLE COMPANY: 

(See also Toilet Goods; Foods) 

Ivory, Oxydol, Chipso, Duz, 

Dreft Pages 11,12 

• LUBRICANTS 

AMERICAN OIL COMPANY: 

Amoco-Gas, Orange American Gas Page 3 

ATLANTIC REFINING CO.: 

White Flash Plus Gas, Motor Oil, 

Lubrication Page 13 

GENERAL PETROLEUM CORP. OF CALIFORNIA : 

Mobilgas, Mobiloil Page 14 

GULF OIL CORPORATION: 

Motor Oil and Gas Page 8 

SEASIDE OIL COMPANY: 

Seaside Ethyl Gasoline and 

Silverol Motor Oil Page 15 

TEXAS COMPANY: 

Texaco Products Page 13 

UNION OIL COMPANY: 

Gas and Oil Page 15 

• MISCELLANEOUS 

ARMSTRONG CORK COMPANY: 

Armstrong's Quaker Rugs . . . Page 3 

BEKINS VAN AND STORAGE CO.: 

Moving and Storage Page 15 

EVERSHARP, INC.: 

Eversharp Pens and Pencils . . Page 6 

INTERNATIONAL CELLUCOTTON 

PRODUCTS CO.: 
Kleenex Page 8 

INTERNATIONAL SILVER COMPANY: 

International Sterling and 

1847 Rogers Bros. Silverplate . . Page 8 

JOHNS-MANVILLE CORPORATION: 

Insulation Page 9 

MACFADDEN PUBLICATIONS, INC.: 

Liberty Magazine Page 14 

PRUDENTIAL INSURANCE COMPANY 
OF AMERICA : 

Insurance Services Page 12 

New York time unless otherwise indicated. 



3 



CLIENT AND PROGRAM 


TIME 


PRODUCT AND AGENlj 




^^?ILIATED PRODUCTS, INC. 

{456th Week on CBS) 

The Romance of Helen Trent 

Serial drama 


Mon. thru Pri. 
12:30-12:45 p.m. 
36 CBS stations 

ORIGINATES: WBBM 


Edna Wallace Hopper ' 
Cosmetics, Kolynos 
Blackett-Sample- 
Hummert, Inc. ' 


00 

0( 

jiinki 
EopP* 


AMERICAN OIL COMPANY 

(171st Week on CBS) 

The Human Side of the News 

by Edwin C. Hill 


Mon., Wed., Fri. 
6:00-6:10 p.m. 
54 CBS stations 
originates: wabc 


Amoco-Gas 

Orange American Gas 
The Joseph Katz 
Company Hi 


Firslf 
«4B 


AMERICAN TOBACCO COMPANY 

(287th Week on CBS) 

Your Hit Parade 

Mark Warnow's Orchestra, 
Barry Wood, Margaret Whiting, 
Hit Paraders Chorus 


Saturday 
9:00-9:45 p.m. 

Rebroadcast 
12 mid.-12 :45 a.m. 
109 CBS stations 
originates: wabc 


Lucky Strike Cigarettes 
Lord & Thomas 

1 


leiTrf 
lIPBEI 

mt 

liiiii 


ANACIN COMPANY 

(238th Week on CBS) 

Our Gal, Sunday 


Mon. thru Fri. 
12:45-1 :00 p.m. 
50 CBS stations 
originates: wabc 


Anacin 

Blackett-Sample- 
Hummert, Inc. 




ARMOUR & CO. 

(38th Week on CBS) 

Treat Time 

with Buddy Clark 


Mon., Wed., Fri. 
11:00-11 :15 a.m. 
50 CBS stations 

ORIGINATES: WBBM m 

m 


Treet 

Lord & Thomas 

mi 


Ike) 

DrjBUl 


ARMSTRONG CORK COMPANY 

(4th Week on CBS) 

Armstrong's Theater of Today 

Drama 


Saturday 

12 noon-12:30 p.m. 
105 CBS stations 

ORIGINATES: WABC 


Armstrong's Quaker Ru| 
Batten, Barton, Durst 
& Oshorn, Inc. 


fletc 


BAYER COMPANY 

(318th Week on CBS) 

Second Husband 

with Helen Menken, presented 
by the Famous Actors' Guild 


Tuesday Bayer Aspirin 

7 : 30-8 :00 p.m. Blackett-Sample- 

76 CBS stations Hummert, Inc. 

ORIGINATES: WABC 


LaQn 


BOWEY'S, INC. 

(127th Week on CBS) ' 

Stars Over Hollywood 

Original drama with Knox 
Manning, MC, and guest stars ; 


Saturday 
12:30-1 :00 p.m. 
45 CBS stations 

ORIGINATES: KNX 

wmmm 


Dari-Rich Products 
Sorensen & Compan'} 










IFORNIA FRUIT GROWERS 
CHANGE 

30th Week on CBS) 

Sunkist Presents Hedcla 
Hopper's Hollywood 



Mon., Wed., Fri. 
6:15-6:30 p.m. 
39 CBS stations 

ORIGINATES: KNX 



RODUCT AND AGEN 



Sunkist Oranges 
Sunkist Lemons 
Lord & Thomas 



PANA SALES COMPANY 
85th Week on CBS) 

First Nigliter 

with Barbara Luddy and 

Les Trema) ne 

Drama 




Friday 

9:30-9:55 p.m. 
53 CBS stations 
originates: wbbm 



Campana Hand Cream, 
Campana Balm. Dreskin 
Coolies, D.D.D., Old South! 
Toiletries 

Aubrey. Moore & 
Wallace, Inc. 



iAMPBELL SOUP COMPANY 

360th Week on CBS) 

Arkansas Traveler 

starring Bob Burns 

Amos 'n' Andy 

Serial comedy-drama 




Tuesday 
8:30-8:55 p.m. 
Rebroadcast 
12:30-12:55 a.m. 
64 CBS stations 
originates: knx 

Mon. thru Fri. 
7:00-7:15 p.m. 
Rebroadcast 
11:00-11 :15 p.m. 
61 CBS stations 
originates: Kinx 



Campbell's Soups 

Ruthrauff & Ryan, Inc. 



Campbell's Soups 
Campbell's Pork and Beans 

rarJ Wheelock 

Company 



The Man I Married 

Dramatic serial 



Fletcher Wiley 

Talks 



Lanny Ross 

Songs 



Mon. thru Fri. 
11:15-11:30 a.m. 
Rebroadcast 
3:00-3:15 p.m. 
57 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
2:30-2:45 p.m. 
35 CBS stations 

ORIGINATES: KNX 



Mon. thru Fri. 
7:15-7:30 p.m. 
Rebroadcast 
11:15-11 :30 p.m. 
57 CBS stations 
(Mon. and Wed. 
56 CBS stations) 

ORIGINATES: WABC 



Campbell's Soups 
Campbell's Pork and Beans 

Ward Wheelock 

Company 



Campbell's Soups 
Campbell's Tomato Juice 
Campbell's Pork and Beans 
Franco-American Macaroni 
and Spaghetti 

Ward Wheelock 

Company 

Franco-American 
Macaroni and Spaghetti 
Ruthrauff & Ryan, Inc. 




CLIENT AND PROGRAM 



CHESEBROUGH MANUFACTURING 
COMPANY, CONSOLIDATED 

(156th Week on CBS) 

Dr. Christian 

with Jean Hersholt 



PRODUCT AND AGENC 



Wednesday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-1 1:55 p.m. 
64 CBS stations 
originates: knx 



Vaseline Preparations 
McCann-Erickson, Ind 



■b 



id 



CHRYSLER CORl*ORATION 

(295th Week on CBS) 

Major Bowes' Original 
Amateur Hour 



Thursday 
9:00-10:00 p.m. 
84 CBS stations 

ORIGINATES : WABC 



Plymouth, Dodge 
DeSoto, Chrysler 

Ruthrauff & Ryan, Iru 



Jdl'S 



1i 



»T1M 



COCA-COLA COMPANY 

(115th Week on CBS) 

Pause That Refreshes 
On the Air 

with Andre Kostelanetz and his 
45-piece orchestra, Albert Spalding, 
and guest soloists 



Sunday 

4:30-5:00 p.m. 
115 CBS stations 
originates: wabc 



Coca-Cola 

D'Arcy Advertising 
Company, Inc. 




ttllSS 



i 



COLGATE-PALMOLIVE-PEET 
COMPANY 

(303rd Week on CBS) 

Guy Lombard© and 
His Orchestra 

Popular Music 

Hobby Lobby 

with Dave Elman 
and Harry Salter's Orchestra 



Woman of Courage 

Serial drama 




Myrt and Marge 

Serial drama 



Saturday 
8:00-8:30 p.m. 
Rebroadcast 
11:00-11 :30 p.m. 
72 CBS stations 
30 CBC stations 
originates: wabc 



Saturday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11:55 p.m. 
68 CBS stations 
originates : wabc 

Mon. thru Fri. 
10:45-11:00 a.m. 

Rebroadcast 
3:45-4:00 p.m. 
61 CBS stations 
originates: wabc 

Mon. thru Fri. 
10:15-10:30 a.m. 

Rebroadcast 
4:15^:30 p.m. 
79 CBS stations 
originates : wabc 



Colgate Dental Cream 
Ted Bates, Inc. 




Ml 



M 

ben 



Palmolive Shave Cream 
Palmolive Brushless Sha 
Ted Bates, Inc. 



Octagon Products 

Ted Bates, Inc. 
Crystal White 

Sherman & Marquettt 

Inc. 

Concentrated Super Suds 
Sherman & Marquettt 
Inc. ' 



Iak( 



)LGATE-PALMOLlVE-PEET 
)MPANY 

ontinued 

Stepmother 

Serial drama 

Elmer Da\is 

News 



Mon. thru Fri. 

10:30-10:45 a.m 
Rebroadcast 
4:00^:15 p.m. 
48 CBS stations 
originates: wbbm 



Colgate Tooth Powder 
Sherman & Marquette, 
Inc. 



Tues. thru Sun. 
8:55-9:00 p.m. 
90 CBS stations 
originates: wabc 



Palmolive Soap 
Ward Wheelock 
Company 



IlONTINENTAL BAKING CO., INC. 

\356th Week on CBS) 

Maudie's Diary 

with Mary Mason 



I 



Thursday 
7:30-8:00 p.m. 
Rebroadcast 
11. -30-12:00 mid. 
47 CBS stations 

ORIGINATES: WABC 



Wonder Bread 
Hostess Cake 
Ted Bates, Inc. 



hURTISS CANDY COMPANY 

[57 th Week on CBS) 

New8 

with Jackson Wheeler 



I 



Sat., Sun. 
11:00-11:05 a.m. 
39 CBS stations 

ORIGINATES : WABC 



Candy 



C. L. Miller Company j 



4 



hOUBLEMINT GUM 

\489th Week on CBS) 

Melody Ranch 

with Gene Autry 
Western dramatic series 



m 



Sunday 

6:30-6:55 p.m. 
72 CBS stations 

ORIGINATES: KNX 



Doublemint Gum 
/. Walter Thompson 
Company 



2MERSON DRUG COMPANY 

. 78th Week on CBS) 

Vox Pop 

with Parks and Wally 
Quiz 



■ 



Monday 
8:00-8:30 p.m. 
68 CBS stations 



ORIGINATES: ON TOUR 



Bromo-Seltzer 

Ruthraujf & Ryan, Inc. 




EVERSHARP, INC. 

y 109th Week on CBS) 

Take It or Leave it 

with Bob Hawk, MC ; David Ross 
Quiz 



Sunday 

10:00-10:30 p.m. 
73 CBS stations 

ORIGINATES: WABC 




Eversharp Pens and Pencils 
The Biow Company 



CLIENT AND PROGRAM 



PRODUCT AND AGE 




FORD MOTOR COMPANY 

(394th Week on CBS) 

Sunday Evening Hour 

Ford Symphony Orchestra and 
Chorus, guest conductors and 
soloists 

With Talks by Wl J. Cameron 



Sunday 
9:00-10:00 p.m. 
59 CBS stations 
originates: wjr 



Ford motor cars, trucks, 
and tractors 
Mercury 
Lincoln 

McCann-Erickson, Iiu 



GENERAL FOODS CORPORATION 

(336th Week on CBS) 

We, the People 

with Eddie Dowling 

Real-life experiences 

Kate Smith Hour 

with Kate Smith, Ted Collins, Jack 
Miller and his orchestra, and 
guest stars 

Music, comedy, and drama 

William L. Shirer 

News 



Kate Smith Speaks; News 

Talks and news 



Joyce Jordan, Girl Interne 

Serial drama 



Young Dr. Malone 

Serial drama 



Kate Hopkins 

Serial drama 



Tuesday 

9:00-9:30 p.m. 

Rebroadcast 

12 mid.-12:30 a.m. 

68 CBS stations 

originates: wabc 

Friday 

8:00-8:55 p.m. 

Rebroadcast 

12 mid.-12 :55 a.m. 

90 CBS stations 

ORIGINATES : WABC 

Sunday 

5:45-6:00 p.m. 
67 CBS stations 

ORIGINATES : WABC 

Mon. thru Fri. 
12:00-12:15 p.m. 
79 CBS stations 

ORIGINATES: WABC 



Mon. thru Fri. 
2:15-2:30 p.m. 

Rebroadcast 
6:00-6:15 p.m. 
75 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
2:00-2:15 p.m. 
Rebroadcast 
7:15-7:30 p.m. 
85 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
2:45-3:00 p.m. 
51 CBS stations 

ORIGINATES: WABC 



Sanka Coffee 

Young & Ruhicam, In 



Belly 



Grape Nuts, 
Grape Nuts Flakes 
Young & Rubicam, In 



Sanka Coffee 

Young & Rubicam, h 



Swansdown Cake Flour 
Calumet 

Young & Rubicam, h 
Diamond Crystal Salt 

Benton & Bowles, Inc 

La France 
Satina 
Postum 

Young & Rubicam, In 



IlfO 



Post Toasties 

Benton & Bowles, Inc 



iMMi 



'mi 

'A 



Maxwell House Coffee 
Benton & Bowles, Inc 



s.tni»;ENERAL MILLS, INC. 

388th Week on CBS) 

Stories America Loves 

Drama 

Hymns of All Churches 

with Joe Emerson 




RODUCT AND AGENCY 



Betty Crocker 

Homemaker program 




Mon. thru Fri. 
9:45-10:00 a.m. 
Rebroadcast 
11 :45-12 noon 

39 CBS stations 

ORIGINATES: W.*BC 

Mon., Tues., Thurs 
10:00-10:15 a.m. 
Rebroadcast 
11:30-11:45 a.m. 

40 CBS stations 

ORIGINATES: WBBM 

Wed., Fri. 
10:00-10:15 a.m. 
Rebroadcast 
11:30-11 :4.5 a.m. 
40 CBS stations 

ORIGINATES: WBBM 




Gold Medal Flour 
Blackett-Sam pie- 
Hummert, Inc. 



Bisquick 

Blackett-Sam ple- 
Hummert, Inc. 



GULF OIL CORPORATION 

403rd Week on CBS) 



Gulf Screen Guild Theatre 

with Roger Pryor, MC, screen stars, 
Oscar Bradley's orchestra, 
John Hiestand 



Sunday 

7:30-8:00 p.m. 
80 CBS stations 

ORIGINATES: KNX 



Motor Oil and Gas 

Young & Ruhicam, Inc. 



INTERNATIONAL CELLUCOTTON 
PRODUCTS COMPANY 

ilUth Week on CBS) 

Ginny Simms 

Songs 


Friday 

9:55-10:00 p.m. 
.53 CBS stations 

ORIGINATES: KNX 

n 


Kleenex 

Lord & Thomas 

m 1 


INTERNATIONAL SILVER COMPANY 

(I90th Week on CBS) 

Silver Theatre 

Conrad Nagel, Narrator-director, 

and guest stage and screen stars 


Sunday 

6:00-6:30 p.m. 
56 CBS stations 
32 CBC stations 

ORIGINATES: KNX 


International Sterling and 
1847 Rogers Bros. 
Silverplate 

yhung & Rubicam, Inc. 



IRONIZED YEAST CO. 

(II4th Week on CBS) 



INC. 



Are You a Missing Heir? 

Drama 

A Helping Hand 

Drama 



Tuesday 
8:00-8:30 p.m. 
Rebroadcast 
11:30-12 mid. 
74 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
3:00-3:15 p.m. 
4 CBS stations 

ORIGINATES: WABC 



Ironized Yeast 

Ruthrauff & Ryan, . 




CLIENT AND PROGRAM 




jOHNS-MANVILLE CORPORATION Mon. thru Fri. 

(13th Week on CBS) 6:10-6:15 p.m. 

24 CBS stations 

Frazier Hunt ^^^^m^ originates: wabc 

News 



E PRODUCT AND AGEN 



Insulation 

/. Walter Thompson 
Company 



JOHNSON & JOHNSON 

(30th Week on CBS) 

Voice of Broadway 

with Dorothy Kilgallen 
and guest stars 



Saturday 
11:30-11:45 a.m. 

Rebroadcast 
1 :30~1 :45 p.m. 
58 CBS stations 

Tuesday 
6:15-6:30 p.m. 
65 CBS stations 

ORIGINATES: WABC 



Band-Aid 

Young & Rubicam, li^ 



I 




(CETT 



|i?Sii 



LADY ESTHER, LTD. 

(412th Week on CBS) 

Lady Esther Presents 
Orson Welles 

Variety 



Monday 

10:00-10:30 p.m. 
63 CBS stations 

ORIGINATES: KNX 



Face Powder, Face Crear 
Rouge, Lipstick and 
Nail Polish 

Pedlar & Ryan, Inc. 



»)1AS 

0e< 



LEVER BROTHERS COMPANY 

(326th Week on CBS) 

Lux Radio Theater 

Cecil B. DeMille, director, 
with stars of stage and screen 
Drama 

Hollywood Premiere 

with Louella Parsons and guest stars 
Drama 

Big Town 

with Edward G. Robinson, Ona 
Munson, Leith Stevens' Orchestra 

Drama 



Meet Mister Meek 

Drama 

Bright Horizon 

with Richard KoUmar 

Serial drama 



Monday 

9:00-10:00 p.m. 
68 CBS stations 
30 CBC stations 

ORIGINATES: KNX 



Friday 

10:00-10:30 p.m. 

71 CBS stations 

ORIGINATES: KNX 

Wednesday 
8:00-8:30 p.m. 
Rebroadcast 
9:30-10 :00 p.m. 

72 CBS stations 
31 CBC stations 

ORIGINATES: KNX 

Wednesday 
7:30-8:00 p.m. 
59 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
11:30-11:45 a.m. 
24 CBS stations 

ORIGINATES: WABC 



Lux Toilet Soap 

/. Walter Thompson 
Company 



mi 

larac 

Bri?li 

M 

!<«!( 



I 



Lifebuoy Health Soap 

William Esty & m,, „ 

Company, Inc. 

\m 

Rinso 

Ruthrauff & Ryan, In^ 

i\ 
m 
m 



Lifebuoy Health Soap 
William Esty & 
Company, Inc. 

Silver Dust 

Batten, Barton, Dursti 
& Osborn, Inc. 



tori 



EVER BROTHERS COMPANY 

Continued 

Aunt Jenny'§ Real Life Stories 

Dramatic sketches 

Big Sister 

Serial drama 



Mon. thru Fri. 
11:45-12:00 noon 

Rebroadcast 
2 :15-2:30 p.m. 
62 CBS stations 

ORIGINATES : WABC 

Mon. thru Fri. 
12:15-12:30 p.m. 
73 CBS stations 
31 CBC stations 

ORIGINATES: WABC 



Spry 

Ruthraujf & Ryan, Inc. 




Rinso 

Ruthraujf & Ryan, Inc. 



JGGETT & MYERS TOBACCO 
:OMPANY 

470th Week on CBS) 

Glenn Miller and His Orchestra 

with Marion Hutton, Ray Eberle, 
and the Modernaires 



Tues., Wed., Thurs. 
10:00-10:15 p.m. 
99 CBS stations 
originates: wabc 



Chesterfield Cigarettes 
Newell-Emmett Co., Inc. 



raOMAS J. LIPTON, INC. 

43rd Week on CBS) 

Helen Hayes Theater 
starring Helen Hayes, with Mark 
Warnow's Orchestra 

Bright Horizon 

with Richard Kollmar 
Serial drama 



Sunday 

8:00-8:30 p.m. 
Rebroadcast 
10:30-11 :00 p.m. 
79 CBS stations 
originates : wabc 

Mon. thru Fri. 
2:00-2:15 p.m. 
10 CBS stations 

ORIGINATES: WABC 



Lipton's Tea and 
Tea Bags 

Young & Rubicam, Inc. 



Lipton's Tea and Lipton's 
Continental Soup Mix 
Young & Rubicam, Inc. 



pUXOR, LTD. 

38th Week on CBS) 

Wayne King and His Orchestra 

Music 



Saturday 
7:30-8:00 p.m. 
35 CBS stations 

ORIGINATES: WBBM 



Luxor Products 
Lord & Thomas 



MAGAZINE REPEATING RAZOR 
COMPANY 

\'22nd Week on CBS) 

Duffy's Tavern 

starring Ed Gardner as "Archie", 
Shirley Booth, Eddie Green, 
John Kirby's Band, guest stars 



Thursday 

8:30-8:55 p.m. 

Rebroadcast 

12 mid.-12 :25 a.m. 

61 CBS stations 

ORIGINATES: WABC 



Schick Injector 
Razors and Blades 
/. M. Mathes, Inc. 



[pacific coast borax 

\il7th Week on CBS) 

Death Valley Days 

Drama 



CO. 



I 



Thursday 
8:00-8:30 p. m. 
Rebroadcast 
12:30-1 :00 a.m. 
58 CBS stations 

ORIGINATES: WABC 



20 Mule Team Borax, 
Boraxo 

20 Mule Team Borax 
Flakes 

McCann-Erickson, Inc. 



10 



CLIENT AND PROGRAM 



PET MILK SALES CORPORATION 

(415th Week on CBS) 

Saturday Night Serenade 

Bill Perry, tenor; Jessica 
Dragonette, soprano ; Warren 
Sweeney, Gustave Haenschen's 
Orchestra and Chorus 

Mary Lee Taylor 

home economist 
Household advice 



TIME PRODUCT AND AGE 



Saturday 
9:45-10:15 p.m. 
55 CBS stations 



ORIGINATES : WABC 



'et Irradiated MiH 

Gardner Advertising 
Company 



Tues. and Thurs. 
11:00-11:15 a.m. 
Rebroadcast 
1:45-2 :00 p.m. 
64 CBS stations 

ORIGINATES: KMOX 



i 



i 




PHILIP MORRIS & COMPANY, LTD. 

(273rd Week on CBS) 

The Philip Morris Playhouse 

Directed by Charles Martin with 
guest stars and Ray Bloch's 
Orchestra 
Dramas 

The Crime Doctor 

Dramatic programs 



Friday 

9:00-9:30 p.m. 

Rebroadcast 

11 :30 p.m.-12 mid. 

93 CBS stations 

originates: wabc 



Sunday 

8:30-8:55 p.m. 
Rebroadcast 
11:00-11 :25 p.m. 
68 CBS stations 

ORIGINATES: WABC 



Philip Morris Cigarettes 
The Blow Company, I. 




THE PROCTER & GAMBLE CO. 

(366th Week on CBS) 

The Story of Mary Marlin 

Serial drama 

The Goldbergs 

Serial drama 



The O'Neills 

Serial drama 

Life Can Be Beautiful 

Serial drama 



Mon. thru Fri. 
5:00-5:15 p.m. 
20 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
5:15-5:30 p.m. 

33 CBS stations 

7 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
5:30-5 :45 p.m. 

34 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
1:00-1 :15 p.m. 
48 CBS stations 
originates: wabc 



Ivory Snow 

Benton & Bowles, Inc 



J. RE 

mil 



D 



Compton Advertising, 
Inc. 



Dreft 

Blackett-Sam pie- 

Hummert, Inc. 
Ivory Soap 

Compton Advertising, 

Inc. 

Ivory Soap 

Compton Advertising,, 
Inc. 



11 



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Kill 

Slar 

just 

»itti 
d 

line 



D PROGRA 



RODUCT AND AGENCY 



IE PROCTER & GAMBLE CO. 

lontinued 

Woman in White 

Serial drama 

Right to Happiness 

Serial drama 



Road of Life 

Serial drama 




Mon. thru Fri. 
1:15-1:30 p.m. 
51 CBS stations 
25 CBC stations 
originates: wbbm 

Mon. thru Fri. 
1 :30-l :45 p.m. 
46 CBS stations 
17 CBC stations 
originates: wbbm 

Mon. thru Fri. 
1:45-2 :00 p.m. 
25 CBS stations 

ORIGINATES: WBBM 




Crisco 

Compton Advertising, 
Inc. 



Chipso 

Pedlar & Ryan, Inc. 



arsipPRUDENTIAL INSURANCE 
COMPANY OF AMERICA 

(I26th Week on CBS) 

Prudential Family Hour 

with Gladys Swarthout and 
Deems Taylor, Al Goodman's 
Orchestra, Ross Graham, and 
a chorus of mixed voices 



Sunday 

5:00-5:45 p.m. 
59 CBS stations 

ORIGINATES: WABC 



Insurance Services 

Benton & Bowles, Inc. 




[r. j. reynolds tobacco 
[company 

\(443rd Week on CBS) 
Blondie 

with Penny Singleton and 
Arthur Lake 
Domestic comedy 

.41 Pearce and His Gang 

with Artie Auerbach, 
Andy Devine, Lou Bring's 
Orchestra and guests 

Variety 




Monday 
7:30-8:00 p.m. 
Rebroadcast 
10:30-11 :00 p.m. 
80 CBS stations 

ORIGINATES: KNX 



Friday 

7:30-8:00 p.m. 
Rebroadcast 
10:30-11 :00 p.m. 
99 CBS stations 

ORIGINATES: KNX 



SPEARMINT GUM 

{488th Week on CBS) 

Dear Mom 

with John Walsh, Dolph Nelson, 
Marvin Mueller and Eloise Kummer 
Drama 

Just Entertainment 

with Ben Bernie, the Bailey Sisters 

and Donald Saxon 

Variety 



Sunday 

6:55-7:15 p.m. 
69 CBS stations 

ORIGINATES: WBBM 



Mon. thru Fri. 
5:45-6:00 p.m. 
76 CBS stations 

ORIGINATES : WBBM 



Camel Cigarettes 

Prince Albert Smoking 

Tobacco 

William Esty & 
Company, Inc. 



Spearmint Gum 

Arthur Meyerhoff & Co. 



12 



COLUMBIA 
NEW ENGLAND 
NETWORK 



COLUMBIA 
PACIFIC 
NETWORK 



CLIENT AND PROGRAM 



E. R. SQUIBB & SONS 

(69th Week on CBS) 

Golden Treasury of Song 

starring Frank Parker 
Music and poetry 



Mon., Wed., Fri. 
6:30-6:45 p.m. 
49 CBS stations 
originates: wabc 



CT AND AG 



Squibb Products 
Geyer, Cornell & 
Newell, Inc. 



TEXAS COMPANY 

{231st Week on CBS) 

Texaco Star Theatre 

starring Fred Allen, with Kenny 
Baker, Portland Hoffa, Al Goodman's 
Orchestra and the Texaco 
Workshop Players 
Variety 



Wednesday 
9:00-10:00 p.m. 
Rebroadcast 
12:00-1:00 a.m. 
85 CBS stations 
originates: wabc 



Texaco Products 
Buchanan & Co. 




U. S. TOBACCO COMPANY 

(335th Week on CBS) 

Gay Nineties Revue 

starring Beatrice Kay, 
Joe Howard, MC, Billy M. Greene, 
Florodora Girls, Elm City Four, 
Jenny Lynn 



Monday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11:55 p.m. 
62 CBS stations 

ORIGINATES: WABC 



Dill's Best 

Model Smoking Tobacco 
Arthur Kudner, Inc. 




VICK CHEMICAL COMPANY 

(111th WeekonCBS) 

News For Women 

with Andre Baruch 



Mon. thru Fri. 
3:15-3:30 p.m. 
5 CBS stations 

ORIGINATES: WABC 



Vicks VapoRub 
Vicks Va-tro-nol 

Morse International, 

Inc. 



ATLANTIC REFINING COMPANY 

(134th Week on CBS) 

Football Games 

Play-by-play descriptions 



Saturday 
1:45-4 :30 p.m. 

ORIGINATES: 
VARIOUS POINTS 



Atlantic White Flash 
Plus Gas, Motor Oil 
and Lubrication 

A'. W. Ayer & Son, Inc 



ALBERS BROTHERS MILLING CO. 

(30th Week on CBS) 



Thursday 

7:30-8:00 p.m. pst 

ORIGINATES: KNX 



Albers Flapjack Flour 
Lord & Thomas 



Whodunit 

Audience participation 



AMERICAN CHICLE COMPANY 

(34th Week on CBS) 

By the Way 

with Bill Henry 



Tuesday 

7:45-8:00 p.m. pst 
Thursday 

7:15-7:30 p.m. pst 

ORIGINATES: KNX 



Chiclets & Dentyne 
Badger, Browning 
& Hersey, Inc. 



13 



ND PROGR 



J 



IBATHASWEET CORPORATION 

\l08th Week on CBS) 

Bob Garred Reporting 

News 



Tues., Thurs. 
7:30-7:45 a.m. pst 
originates: knx 



DUCT AND AGENC 




Bathasweet Products 

H. M. Kieseivetter 
Advertising Agency 



COLUMBIA 

PACIFIC 

NETWORK 



:OLONIAL DAMES, INC. 
i99th Week on CBS) 

"Find the Woman" 

with Knox Manning 



Friday 

9:55-10:00 p.m. pst 
originates: knx 



Cosmetics 

Glasser, Gailey & Co. 



[GENERAL FOODS CORPORATION 

\(336th Week on CBS) 

The Second Mrs. Burton 

Dramatic serial 



Mon. thru Fri. 
4:00-4:15 p.m. pst 
originates: knx 



Walter Baker's 
Chocolate and Cocoa 
Benton & Bowles, Inc. 



I GENERAL PETROLEUM 
CORPORATION OF CALIFORNIA 

(44th Week on CBS) 

I Was There 

News dramatizations 

Pigskin Preview 

with Sam Hayes 



Sunday 

8:30-9:00 p.m. pst 
originates: knx 



Wednesday 
6:15-6:30 p.m. pst 
originates: knx 



Mobilgas, Mobiloil 
Smith & Drum, Inc. 



RICHARD HUDNUT 

(96th Week on CBS) 

Hollywood Showcase 



Monday 

9:30-10:00 p.m. pst 
originates: knx 



Marvelous Cosmetics 
Benton & Bowles, Inc. 



LOS ANGELES SOAP COMPANY 

(I09th Week on CBS) 

Knox Manning 

News 



Mon. thru Fri. WTiite King Soap 

12: 15-12 :30 p.m. PST Sierra Pine Soap 

Raymond R. Morgan Co. 



originates: knx 



LUDEN'S, INC. 

(64th Week on CBS) 

Dave Lane 

Songs 



Tuesday 

9:55-10:00 p.m.PST 
Thursday 

9:25-9:30 p.m. PST 
originates: knx 



Menthol Cough Drops 
/. M. Mathes, Inc. 



MACFADDEN PUBLICATIONS, INC. 

(289th Week on CBS) 

Bob Garred Reporting 

News 



Mon., Wed., Fri. 
7:30-7:45 a.m. pst 
originates: knx 



Liberty Magazine 
Erwin Wasey & Co. 



14 



COLUMBIA 
PACIFIC 
NETWORK 

Continued 



COLUMBIA 
CALIFORNIA 
NETWORK 



WABC 
SPONSORED 
PROGRAMS 



15 



CLIENT AND PROGRAM 



NESTLE'S MILK PRODUCTS, INC 

{6th Week on CBS) 

Bob Garred Reporting 

News 

William Winter 

News analyst 




luesday 
5:45-5:55 p.m. pst 

ORIGINATES: KNX 



PRODUCT AND AGEN 



Alpine Coffee 

Leon Livingstone 
Advertising Agency 



Saturday 
7:45-8:00 a.m. 
originates: ksfo 




PETER PAUL, INC, 

(68th Week on CBS) 

Bob Garred Reporting 

News 



Men., Wed., Fri. 
5:45-5:55 p.m. pst 
originates: knx 



Mounds Candy 
Ten Crown Gum 

Brisacher, Davis 

& Staff 



PLANTERS NUT AND 
CHOCOLATE COMPANY 

(56th Week on CBS) 

What's On Your Mind? 



Friday 

6:00-6:30 p.m. PST 
originates: knx 



Planters Salted Peanuts 
Planters Peanut Oil 
Raymond R. Morgan 



0i 



m 



fl/lirip 

((Hi 



SMITH BROTHERS 

(76th Week on CBS) 

Knox Manning 

News 



Mon., Wed., Sat. 
8:55-9:00 p.m. pst 
Sunday 

8:25-8:30 p.m. pst 
originates: knx 



"SB" Cough Drops 
and Cough Syrup 

/. D. Tarcher 

& Co.. Inc. 



1EZ)1.1 



BEKINS VAN AND STORAGE CO. 

(5th Week on CBS) 

Bill Henry 

News analyst 



Mon., Wed., Fri. 
5:30-5:45 p.m. pst 
originates: knx 



Moving and Storage 
Brooks Advertising 
Agency 



BREAKFAST CLUB COFFEE, INC. 

(43rd Week on CBS) 

Voice of Friendship 

with Rita Murray 



Tues., Thurs. 
8:00-8:15 a.m. PST 

ORIGINATES: KNX 



Breakfast Club Coffee 
Lockwood-Shacklefora 
Advertising Agency 



IIP 

V 



SEASIDE OIL COMPANY 

(29th Week on CBS) 

Seaside Spelling Bee Liner 



Sunday 

5:30-5:55 p.m. pst 

originates: knx 



Seaside Ethyl Gasoline an 
Silverol Motor Oil 

The McCarty Company 



UNION OIL COMPANY 

(48th Week on CBS) 

Nelson Pringle 

News analysis 



Mon. thru Fri. 
7:45-8:00 a.m. pst 
originates: knx 



Gas and Oil 

Lord & Thomas 



AMERICAN CHICLE COMPANY* 

(61st Week on WABC) 



Mon. thru Sat. 
8:00-8:01:30 a.m. 



Announcements 



Chiclets and Dentyne 
Badger, Browning & 
Hersey, Inc. 



411 



*In addition to number of weeks in which the client has used CBS Network facilities. 



ilC 



D PROGRA 




UCT AND AGENCY 



.C. REMEDY COMPANY 
%th Week on WABC) 

Arthur Godfrey 

Participations 



Mon. thru Sat. 
7:00-7:30 a.m 




Charles W. Hoyt & 
Co., Inc. 



4 



WABC 

SPONSORED 
PROGRAMS 



IlOOK HOUSE FOR CHILDREN 
\26lh Week on WABC) 

Woman's Page of The Air 

with Adelaide Hawley 
Participations 



Friday 

8:45-9:00 a.m. 



Book House 

Presha, Fellers & 
Presba, Inc. 



CHESEBROUGH MANUFACTURING 
COMPANY, CONSOLIDATED* 
17th Week on WABC) 

The \^ brld Today 



JULOVA WATCH COMPANY 
\636th Week on WABC) 

Time Signals 



Sun. thru Sat. 
10 Times Daily 



Bulova Watches 

The Biotv Company 



Mon., Tues., Thurs. 
6:45-7:00 p.m. 



Vaseline Preparations 
McCann-Erickson, Inc. 



DREZMA, INC. 

'.52nd Week on WABC) 

Lessons in Loveliness 

with Nell Vinick 



Tues., Thurs., Sat. 
8:25-8:30 a.m. 
Tues., Thurs. 
11:00-11 :15 a.m. 



"Drezma" Cosmetics 
Blaine-Thompson Co., 
Inc. 



GRIFFIN MANUFACTURING CO., 
INC.* 

(7th Week on WABC) 

Arthur Godfrey 

Participations 



Tues., Thurs., Sat. 
7:00-7:30 a.m. 



I 



Shoe Polish, Whitener, 

and Dressing 

Berrn ingham, Castleman, 
and Pierce, Inc. i 



GROVE LABORATORIES, INC. 

(26th Week on WABC) 

Odd Side of the News 



Mon., Wed., Fri. 
8:25-8:30 a.m. 



Bromo-Quinine Cold 
Tablets 

/. Walter Thompson 
Co., Inc. 



KRUG BAKING COMPANY 

(97th Week on WABC) 

\\ oman's Page of the Air 

with Adelaide Hawley 

Participations 



Mon. thru Fri. 
8:45-9:00 a.m. 




Bakery Products 
and Coffee 

Elmer L. Cline 



LEHN AND FINK PRODUCTS CORP.* Mon. thru Fri. 

(18th Week on WABC) 7:00-7:30 a.m. 

Arthur Godfrey 

Participations 



'/n addition to number of u eeks in which the client has used CBS Netu ork facilities. 




Hind's Honey and Almond 
Cream 

William Esty & Co., Inc. 



16 



ULIkNi ANU fKUUKAM 



WABC 
SPONSORED 
PROGRAMS 

Continued 



17 



p. LORILLARD COMPANY* 

(16th Week on WABC) 

Arthur Godfrey 

Participations 



Mon. thru Sat. 
7:00-7:30 a.m. 



Old Gold Cigarettes 
/. Walter Thompson 
Co., Inc. 



LUDEN'S, INC. 

(22nd Week on WABC) 

The World Today 



Saturday 
6:45-7:00 p.m. 

mm 



"Luden's Menthol" 
Cough Drops 

/. M. Mathes, Inc. 



[fsl-CO 



iili 



MARYLAND PHARMACEUTICAL CO. Tues., Thurs., Sat. 
(30th Week on WABC) 8 :45-9 :00 a.m. 

Woman's Page of the Air 

with Adelaide Hawley 
Participations 



Rem and Rel 

The Joseph Katz Co. 



MELVILLE SHOE COMPANY 

(154th Week on WABC) 

Early Morning News 



Mon. thru Sat. 
7:45-8:00 a.m. 



Thom McAn Shoes 
Neff-Rogow, Inc. 



JOHN MORRELL AND COMPANY 

(11th Week on WABC) 

The Missus Goes A-Shopping 

Quiz 



Tues., Thurs., Sat. 
8:30-8:45 a.m. 



E-Z Cut Ham 

Henri, Hurst and 
McDonald, Inc. 



NEW YORK STATE BUREAU OF 
MILK PUBLICITY 

(33rd Week on WABC) 

Woman's Page of the Air 

with Adelaide Hawley 
Participations 



Mon. and Wed. 
8:45-9:00 a.m. 



Milk and Milk Products 
/. M. Mathes, Inc. 




0^ 

\rlliui 



EIERP 

A]' 
tlKER 



611 

Thei 

aicT 

lire 



ITH 
.irih 



NORTH AMERICAN ACCIDENT 
INSURANCE COMPANY 

(1st Week on WABC) 
Early Morning News 



Mon., Wed., Fri. 
6:55-7:00 a.m. 



Accident Policies 
Franklin Bruck 
A dvertising Corporatit 



NOXZEMA CHEMICAL CO., INC.* 

(25th Week on WABC) 

Battle of the Boroughs 

Quiz 



Saturday 
9:45-10:15 p.m. 



Noxzema Products 

Ruthrauff & Ryan, Inc 




*In addition to number of weeks in which the client has used CBS Network facilities. 



flSTl 



UCT AND AGENCY 



"^m'SULLIVAN RUBBER COMPANY 

1th Week on WABC) 

Arthur Godfrey 

Participations 



^■■MIHHHHHHHHIIP wabc 

Mon., Wed., Fri. O'Sullivan Rubber Heels SPONSORED 

7:00-7:30 a.m. Bermingham,Castleman PROGRAMS 

and Pierce, Inc. 



I'EPSI-COLA COMPANY* 
56th Week on WABC) 

The Missus Goes A-Shopping 
Quiz 



Mon., Wed., Fri. 
8:30-8:45 a.m. 



Pepsi-Cola 

Neivell-Emmett, Inc. 



mm 



ETER PAUL COMPANY* 
'tM86th Week on WABC) 

News 

with John Reed King 



Tues., Thurs. 
6:00-6:10 p.m. 




Mounds 
Ten Crown Charcoal Gum 
Platt-F orhes. Inc. 



{ 



QUAKER OATS COMPANY* Mon. thru Sat. 

45th Week on WABC) 8:15-8:20 a.m. 

The Aunt Jemima Program 



Aunt Jemima Pancake Flouri 
Sherman K. Ellis & Co., ' 
Inc. 



SELECT THEATRES CORP. 

'60th Week on WABC) 

Announcement 



Mon., Wed., Fri. 
11:58:50 p.m.- 
12 mid. 



"Hellzapoppin" 
Blaine- Thompson 
Co., Inc. 



1 



[smith BROTHERS* 

: (14th Week on WABC) 

Arthur Godfrey 
Afternoon News 



Mon., Wed., Fri. 
7:30-7:45 a.m. 



Men., Wed., Fri. 
3:55-4:00 p.m. 



"SB" Cough Drops and 
Cough Syrup ^ 
J. D. Tarcher & Co., Inc. 



SOCONY-VACUUM OIL CO., INC.* 

(13th Week on WABC) 

News 

with Mark Hawley 



Mon. thru Sat. 
10:45-11:00 p.m. 



Gasoline Oil and 
Specialties 

/. Stirling Getchell, Inc 



i 



WASTE PAPER CONSUMING 
INDUSTRIES 

I (8th Week on WABC) 

Arthur Godfrey 

Participations 



Mon. thru Sat. 
6:30-6:55 a.m. 



Paper Conservation 
Olian Advertising Co. 



WILSON AND COMPANY 

(8th Week on WABC) 

Arthur Godfrey 

Participations 



Mon. thru Sat. 
7:00-7:30 a.m. 



Ideal Dog Food 

U. S. Advertising Corp. 



*ln addition to number of iveeks in which the client has used CBS Network facilities. 



18 



CBS SUSTAIIIM PROGRlllS 



are chosen because they are timely, exciting, and balanced. These 
three standards of selection produce a diverse, flexible program 
schedule, carefully designed to win and retain the interest of mil- 
lions of listeners. To maintain its flexibility —to continue to present 
the most highly contemporary and most stimulating sustaining pro- 
grams on the air— Columbia finds it necessary in the course of the 
month to alter some details in the following schedule. These day- 
to-day and even hour-to-hour changes are reported, when possible, 
in local newspaper radio listings. 

For your convenience, the Columbia sustaining programs listed 
on the following pages are grouped in these classifications: 



1. NEWS BROADCASTS Page 20 

2. DRAMATIC SERIES . Page 21 

3. NATIONAL DEFENSE Page 21 

4. LIGHT ENTERTAINMENT Page 22 

5. SERIOUS MUSIC Page 23 

6. EDUCATIONAL PROGRAMS Page 24 

7. CHILDREN S PROGRAMS Page 26 

8. PERSONALITIES Page 26 

9. RELIGIOUS BROADCASTS Page 27 

CBS SHORT WAVE BROADCASTS Page 28 

ADDENDA : October programs Page 29 



News Summaries, Analyses 
and Broadcasts from Europe 

SCHEDULED PERIODS 
MONDAY THRU SUNDAY 



Columbia's staff of air reporters in European 
capitals, in New York, and in Washington cover 
the second world war according to a regular 
pattern of summaries, analyses, and news 
broadcasts from Europe. The schedule is sup- 
plemented with special events and sharpened 
by frequent addresses by public figures, his- 
torians, and political or military experts. 

IS'eus Broadcasts: Bob Trout and Charles Col- 
lingwood from London; Howard K. Smith 
from Berlin; Dennis McEvoy and Larry 
Lesueur from Russia; Charles Barbe from 
Berne; Bernard Valery from Stockholm; Cecil 
Brown from Singapore: Edward Chorlian 
from Cairo; Winston Burdett from Ankara; 
Herbert Clark from Buenos Aires; W. R. Wills 
from Tokyo; William Dunn in the Far East; 
Elmer Davis, Edward R. Murrow, Linton 
Wells, Major G. F. Eliot, William L. Shirer 
and Harry W. Flannery from New York; Albert 
Warner, Eric Sevareid, John Charles Daly 
from Washington: 8:00-8:15 a.m., MONDAY 
THRU SATURDAY; 6:45-7:00 p.m., MONDAY 
THRU SATURDAY; 2:30-3:00 p.m., SUNDAY; 
9:00-9:15 a.m., SUNDAY THRU SATURDAY; 

10:45-11:00 p.m., Monday thru Saturday. 

News Summaries: 6:30, 9:00 a.m., 3:55 p.m., 
12:55 a.m., Monday thru Saturday; 4:45 

p.m., MONDAY THRU FRIDAY; 6:00 p.m., SATUR- 
DAY; 2:30 p.m., 12:55 a.m., SUNDAY. 

News Analyses: Linton Wells, 12:00-12:05 
a.m., MONDAY THRU SATURDAY; Elmer Davis, 
8:55-9:00 p.m., MONDAY; 6:30-6:45 p.m., 
SATURDAY; Albert Warner, 6:00-6:10 p.m., 
TUESDAY AND THURSDAY; William L. Shirer, 
6:15-6:30 p.m., Thursday. 

(See also sponsored news programs.) 



BROADCASTS 



Headlines and Bylines 
11:00-11 :15 p.m. 

EACH SUNDAY 



In this Sunday evening period of news analy- 
sis, Major George Fielding Eliot stresses 
the military aspects of war in Europe, Albert 
Warner describes the Washington scene, and 
Warren Sweeney reviews the week's news. 



20 



PROGRAM AND TIME 



DESCRIPTIO 



DRAMATIC 
SERIES 



Columbia Workshop 
8:00-8:30 p.m. to the West 
10:30-11 :00 p.m. to the East 

EACH SUNDAY 





The Columbia Workshop remains the foremosl 
program on the air devoted to experimental 
broadcasting. The "26 by Corwin" series end] 
with the November 9 broadcast. Then David] 
son Taylor resumes as producer. 
NOVEMBER 9 : "Psalm for a Dark Year" 
NOVEMBER 16: "Soundtrack of the Life of 
Careful Man", by E. and E. Spitzer. 
NOVEMBER 23: "The Fish on the Bathroonrl 
Floor", by Thomas Collins. 



NATIONAL 
DEFENSE 



Jones and I 

10:30-11:00 a.m. 

EACH SATURDAY 



Report to the Nation 
9:30-10:00 p.m. 

EACH TUESDAY 



Here is a light and refreshing new addition tcj 
Columbia's Saturday morning dramatic sched^ 
ule. The story revolves around the doings of i 
young couple, after the girl proposes marriage. ] 
Scott Farnworth doubles as author and male] 
lead for the series. Stuart Buchanan directs. 



This informal, factual series brings the Amer- 
ican people a report each week on the inside! 
workings of their government. Each program 
describes the government's operation in a 
problem or event rich in public interest. The | 
series is produced by Brewster Morgan. 



Spirit of '41 

2:00-2:30 p.m. 

EACH SUNDAY 



Broadcast in the interest of national defense, 
this new series singles out each week a unit of j 
the Army, Navy or Marines, and, in dramatic 
form., traces its history and development. 
Brewster Morgan directs the program which 
is written by Willis Cooper. The narrator is' 
Burgess Meredith. 



aioi: 



CalHng Pan-America 

6:00-6:30 p.m. 

EACH SATURDAY 



The Columbia Broadcasting System takes an- 
other step toward bringing the Americas closer 
together through radio. Heard throughout the 
western hemisphere, this new series originates 
in a different capital each week, "calls" a dif- 
ferent nation to the microphone with a vivid 
radio-picture of its daily life and culture. 



I 



bee 



The People's Platform Lyman Bryson entertains four Americans at 

7:00-7:30 p.m. dinner and draws them into an extempora- 

EACH SATURDAY neous discussion of current problems and an 




informal exchange of ideas. 




latinee at Meadowbrook 
1:00-5:55 p.m. 

KCn SATURDAY 



ESCRIPTI 



i 

An hour jamboree of dance music for "young- 
minded" Columbia listeners, featuring the 
orchestras of Jimmy Dorsey and Artie Shaw 
during November. 



f« Burl Ives Coffee Club 
^4^0:00-10:30 a.m. 

ACH SATURDAY 



Burl Ives plays host to a circle of musical 
personalities with varied talents. Among the 
"regulars" are Juan Arvizu, Walter Gross, 
Genevieve Rowe and the Golden Gate Quartet. 



(enfro Valley Folks 

:30-3 :45 p.m. 

lONDAY THRU FRIDAY 



Inhabitants of the Kentucky hills provide the 
talent for this program of folk songs, which is 
broadcast from an old-time log cabin settle- 
ment in the heart of the Renfro Valley. 



lis Is The Life 

:30-2:00 p.m. 



UACH SUNDAY 



John Reed King traverses the centuries in the 
halls of the American Museum of Natural His- 
tory. Experts from the museum's Department 
of Anthropology supply the facts and mate- 
rial, on which the programs are based. 



jy Thompson and Co. 

11:05-11:30 a.m. 

(EACH SATURDAY 



This series presents Miss Thompson in a 
many-sided role — as choral director, soloist, 
comedienne, and composer. Music is under the 
direction of Walter Gross, and Perry Lafferty 
directs the program. 



Sing Along 
1:30-4:45 p.m. 

MONDAY THRU FRIDAY 



This program provides a golden opportunity 
for all bathroom baritones. It invites the lis- 
tener to act as soloist, with the accompaniment 
of the Landt Trio. 



Golden Gate Quartet, 

Four Clubmen, Symphonettes 

VARIOUS HOURS 



These harmony groups are featured on the 
Columbia Network through the week. Each 
group has a distinctive vocal style and is a 
CBS favorite. 



Dance Orchestra 

VARIOUS HOURS 
MONDAY THRU SUNDAY 



America's leading dance bands provide a full 
schedule of current hits and old favorites to 
Columbia listeners each evening. These top 
ranking bands are scheduled for November: 



Blue Barron 
Bob Chester 
Tommy Dorsey 
Harry James 
Isham Jones 



Guy Lombardo 
Vaughn Monroe 
Will Osborne 
Teddy Powell 
Claude Thornhill 
Tommy Tucker 



LIGHT 
ENTERTAIN- 
MENT 



22 



PROGRAM AND TIME 



DESC 



SERIOUS 
MUSIC 



New York Philharmonic- 
Symphony Orchestra 
3:00-4:30 p.m. 

EACH SUNDAY 



The New York Philharmonic-Symphony Oi| 
chestra, broadcasting for the twelfth consecu! 
tive year on CBS, is celebrating its centennia i*^ 
season. During November, John Barbirolli wil 
be the conductor. Deems Taylor acts as inter 
mission commentator. 



a0 



Library of Congress 
Concerts 

11:05 a.m.-12:00 noon 

EACH SUNDAY 

(Series ends after November 9) 



Beethoven's sixteen quartets as well as hi: Hsi^' 
'Grand Fugue" will be included in this seriei 
by the world famous Budapest String Quartet 
Josef Roismann and Alexander Schneider 
violins; Boris Kroyt, viola; and Misch 
Schneider, 'cello, comprise the quartet. All th( CBstS 
concerts originate in the Library of Congress 
and are given under the auspices of the Ger 
trude Clarke Whittall Foundation. 



From Columbia's Concert 
Hall 

14:00-4:30 p.m. 
MONDAY THRU FRIDAY 



This is an unusual series of programs, eni' 
bracing great symphonic, operatic, vocal anc 
chamber music works. It includes seldom-per 
formed American works, orchestral and voca 
excerpts from great operas, little-known con 
certi, and music and songs for small ensem- 
bles. The participating groups of artists vary 
MONDAYS: "Stars in the Orchestra", devoted 
to concerti and shorter solo works played by 
individual members of the Columbia Concert 
Orchestra, under Howard Barlow's direction 
TUESDAYS: "Milestones in American Music" 
comprising historic American compositions 
performed by orchestral, chamber and voca 
groups from the Eastman School of Music in 
Rochester. 

WEDNESDAYS: "Songs of the Centuries", with 
songs of the masters sung by vocal soloists, 
Howard Barlow will conduct. 
THURSDAYS: The Cincinnati Conservatory of 
Music presents orchestral and chamber music 
ensembles with occasional choruses and vocal- 
ists. 

FRIDAYS : "The Lyric Stage", with Howard Bar- 
low directing orchestral excerpts from operas 
and ballets. Occasional soloists will be heard. 



23 



OGRAM AND T 




mmm mm 


DESCRIPTION 



lolunihia's American 
llusic Festival 

1:30-8:00 p.m. 
lACH SATURDAY 



Howard Barlow and the Columbia Concert 
Orchestra play new scores by contemporary 
American composers. 



SERIOUS 
MUSIC 



I era Brodsky 

1:05-11:30 a.m. 

IACH SUNDAY 

iSeries starts November 16) 




This well known concert pianist returns to| 
Columbia, playing the great piano works of 
the nineteenth and twentieth centuries. 



p'rom the Organ Loft 

:15-9 :45 a.m. 

EACH SUNDAY 



ICBS ADULT 
(EDUCATION BOARD 



Famous organist Julius Mattfeld in Columbia's 
well known series of organ recitals with a vast 
repertory of works for the instrument. 



"Invitation to Learning", "The People's Plat- 
form" and "Report to the Nation" are presen- 
tations of the Department of Education, 
arranged with the counsel of Columbia's Adult 
Education Board. Members of the Board, 
representative of the nation's leading educa- 
tors and publicists, are: 

LYMAN BRYSON, chairman henry r. luce 



STRINCFELLOW BARR 
WILLIAM BENTON 
HARRY WOODBURN CHASE 
ROBERT I. GANNON, S.J. 
ALVIN S. JOHNSON 



SPENCER MILLER, JR. 
RUTH BRYAN ROHDE 
THOMAS V. SMITH 
WILLIAM ALLEN WHITE 
RAY LYMAN WILBUR 



EDUCATIONAL 
PROGRAMS 



JOSEPH H. WILLITS 



School of the Air of the 

['Americas 
9:15-9:45 a.m. 
(Eastern Time Zone) 
2:30-2:55 p.m. 
(Central Time Zone) 
9:30-10:00 a.m. 
(Mountain Time Zone) 
1:30-2 :00 p.m. 
(Pacific Time Zone) 
MONDAY THRU FRIDAY 



The School of the Air of the Americas, now 
broadcast in the Latin American Republics 
under the guidance of a Pan American Coun- 
cil, is in its thirteenth year on CBS. An esti- 
mated 5,000,000 students in the United States 
alone listen regularly to the series. 

MomxYS— Americans at Work 
NOVEMBER 3 : Soldiers. 
NOVEMBER 10: Roadbuilders. 
NOVEMBER 17: Chemical Engineers. 
NOVEMBER 24: Food Scientists. 

TUESDAYS— Music of the Americas 
NOVEMBER 4: Music Under Ground. 
NOVEMBER 11 : The Rivermen and Sailors. 
NOVEMBER 18: Music of the Woodsmen. 
NOVEMBER 25 : The Planters. 



24 



EDUCATIONAL 
PROGRAMS 

Continued 




School of the Air of the 
Americas 

Continued 




OESCRIPTI 



WEDNESDAYS— A'ezi; Horizons: Lands of 
New World Neighbors 
NOVEMBER 5 : Island of Romantic History. 
NOVEMBER 12: Stronghold of the Buccaneere 
NOVEMBER 19: Where East Meets West. 
NOVEMBER 26: Land of the Conquistadores, 

THURSDAYS— 7a/e5 from Far and Near 
NOVEMBER 6: Bat. 

NOVEMBER 13: The Gaucho's Daughter. 
NOVEMBER 27: Blue Willow. 

FRIDAYS— TAis Living World 
NOVEMBER 7: Health. 
NOVEMBER 14: Housing in Defense. 
NOVEMBER 28 : Man Power. 



Invitation to Learning 

11:30-12:00 noon 
EACH SUNDAY 

(Series Resumes November 16) 



This series invites listeners to read or re-rea( 
the world's great books discussed by Mark 
I Van Doren and special guests. 




itniur' 

itricaii 
■3 



0i 
II TOE! 



CI SAT 



Columbia's Country Journal 

12:00-12:30 p.m. 

EACH SUNDAY 




Charles Stookey, Columbia's director of agri- 
cultural programs, presents a weekly round- 
up of farm news, and interviews distinguished 
agricultural authorities and leaders. 



Spotlight on Asia 

3:45-3:55 p.m. 

EACH MONDAY 



The aim of this series is to familiarize Amer- 
icans with Far Eastern conditions. It is pre- 
sented in cooperation with the American 
Council of the Institute of Pacific Relations. 



he Ok 

WO 

ItHSA' 



What Freedom Means 
3:45-3:55 p.m. 



EACH TUESDAY 



Distinguished leaders in public life appear on 
this program and discuss the questions which * 
are currently affecting the freedom of Amer- | 
ica and the World. I w 



Highways to Health 
3:45-3:55 p.m. 

EACH WEDNESDAY 



€11 



Dr. lago Galdston of the New York Academy 
of Medicine arranges these instructive talks 
on health for laymen. 



25 



'"lofHijyentures in Science 
645-3:55 p.m. 

kCH THURSDAY 




Imericans Map the Skies 
:45-3:55 p.m. 

|\CH FRIDAY 



Watson Davis interviews prominent scientists 
on these CBS programs, planned in conjunc- 
tion with Science Service, Inc. 



Professor William H. Barton, Jr., Curator of 
the New York Hayden Planetarium, traces the 
development of research by American astron- 
omers in this new series on popular astronomy. 



PROGRAMS 



hi Men and Books 
| :00-3:30 p.m. 

IaCH TUESDAY 



Bt's Pretend 
1:00-1 :30 p.m. 

:ACH SATURDAY 



irhe Old Dirt-Dobber 

F):30-10 :00 a.m. 

EACH SATURDAY 



Outdoors with Bob Edge 
6:30-6:45 p.m. 

EACH TUESDAY 



Juan Arvizu 

10:30-10:45 p.m. 

MONDAY, TUESDAY, WEDNESDAY, 
AND SATURDAY 



Professor John T. Frederick of the Medill 
School of Journalism, Northwestern Univer- 
sity, discusses recently published books and 
brings their authors to the CBS microphone. 



I 



This series, which dramatizes the world's 
greatest fairy tales, has won more awards than 
any other children's program. Directed by 
Nila Mack and presented by a cast of child 
actors, "Let's Pretend" has in 1940 won the 
Radio Daily Award as the best children's pro- 
gram on the air, the Scripps-Howard nation- 
wide poll of radio editors, and the Women's 
National Radio Committee Award. 




Tom Williams, horticultural expert of WLAC 
in Nashville, "the old dirt-dobber," answers 
queries about trees, plants, birds and insects. 



Bob Edge, CBS hunting and fishing expert, 
recounts anecdotes and furnishes useful infor- 
mation to sporting enthusiasts. 



Juan Arvizu, singing idol of Latin America, is 
presented by CBS with Alfredo Antonini's 
Tipica Orchestra and, on Tuesdays, the Trio 
Flores del Rio. 



Mel Allen on Football 

11:00-11:15 p.m. 
EACH FRIDAY 



Columbia's popular sports announcer reports 
the scores of Friday's games along with a last 
minute preview of Saturday's best contest. 



CHILDREN'S 
PROGRAMS 



PERSONALITIES 



26 



PROGRAM AND TIME1 



RELIGIOUS 
BROADCASTS 



Church of the Air 

10:00-10:30 a.m. 
1 :00-l :30 p.m. 
EACH SUNDAY 



The Church of the Air has completed its tent| 
consecutive year of Sunday morning and aftei 
noon religious broadcasts. In November: 

NOVEMBER 2: Morning: Dr. Howard Ston^l 
Anderson, First Congregational Church, Wash 
ington, D. C. 

Afternoon: Mr. Henry D. Moyle, Chairman 
General Welfare Committee, Church of JesusJ 
Christ of Latter Day Saints, Salt Lake City. 

NOVEMBER 9: Morning: Rt. Rev. Henry St 
George Tucker, D.D., Presiding Bishop of tht 
Episcopal Church, New York, N. Y. 
Afternoon: Catholic Service. 

NOVEMBER 16: Morning: His Excellency, The 
Most Reverend John F. O'Hara, C.S.C., D.D„ 
Military Delegate, New York, N. Y. 
Afternoon: Chaplain George F. Rixey, Ofi&ce, 
Chief of Chaplains, War Dept., Washington. 

NOVEMBER 23: Morning: Dr. Theodore F. 
Adams, First Baptist Church, Richmond, Va. 
Afternoon: Chaplain Aryeh Lev, Office, Chief 
of Chaplains, War Department, Washington. 

NOVEMBER 30: Morning: Lutheran Service. 
Afternoon: Chaplain James H. O'Neill, Chap- 
Iain First Corps Area, Boston, Massachusetts. 



,Broi 



Wings Over Jordan 
10:30-11:00 a.m. 

EACH SUNDAY 



I 



This .program of religious talks and spirituals 
is presented by outstanding Negro leaders and 
educators and a choir of thirty voices. 

NOVEMBER 2: Ira DeA. Reid, Consultant in 
Charge of Minority Groups, Bureau of Em- 
ployment Security, Washington, D. C. 

NOVEMBER 9 : Lt. Samuel J. Battle, Parole 
Commissioner, New York City. 

NOVEMBER 16: Dr. Eugene R. Kellersberger, 
F.R.G.S., Medical Missionary in Belgian Con- 
go and General Secretary of American Mission 
of Lepers. 

NOVEMBER 23 : To be announced. 

NOVEMBER 30: Mrs. A. M. P. Strong, Presi- 
dent of the National Congress of Colored 
Parents and Teachers, Marianna, Arkansas. 



27 



OGRAM AN 



I 



ESCRIPTI 



Broadcasts (WCBX) 

;\vs in English : 

l00-8:15a.ni.Jl :00-ll :05a.m., 
[30-1:45 p.m., 5:30-5:45 p.m. 

ITS in Italian : 

:00-12 : 15p.m.. 3 :00-3 :15 p.m. 

I ew s in German : 
:00-l :15 p.m., 4:00-4:15 p.m. 
lews in Polish : 

1:15-1 :30 p.m.. 5:15-5:30 p.m. 
lews in French : 

fc00-2:15 p.m., 5:00-5:15 p.m. 

[AILY INCLUDING SUNDAY 
|«ews in Serbo-Croatian : 
.:15-4 :30 p.m. 

lAILY EXCEPT SUNDAY 



Each day. from early morning to evening, 
Columbia's international station, WCBX, 
directs a comprehensive schedule of news 
broadcasts to Europe. These are transmitted 
in six languages — English, French, German, 
Italian, Polish, and Serbo-Croatian. CBS has 
set up a large international news staff, sepa- 
rate from the network, to prepare the news. At 
hand are all the news services and facilities 
available to the network itself. Some of the 
\S CBX European reporters include Beverly 
Thurman, editor of the French division : Field 
Horine, German editor; Mario Capelli, Italian 
editor ; Edward Kulikowski, Polish editor, and 
Vaso Trivanovitch, Serbo-Croatian editor. 



lollywood News in English 
45-3:00 p.m. 

"t^B^ACH MONDAY 



Columbia broadcasts the latest news of Holly- 
wood once a week for the English speaking 
audience in Europe. 



Jews Broadcasts (WCBX) 
"Jews in English : 
[5:30-6:45 p.m. 

[Mews in Spanish : 
l5:45-7:00p.m.,10:00-10:15p.m. 

[News in Portuguese : 
7:15-7:30 p.m. 

IdAILY INCLUDING SUNDAY 



Each evening, Columbia's international sta- 
tion, WCBX, directs its broadcasts to Latin 
America. News is transmitted in three lan- 
guages—English, Spanish, and Portuguese. 
\^ CBX reporters include Roberto Lnanue, 
Latin American news editor ; Alberto Zalamea, 
Luiz Castaneda, Luis Correa. Luis Jatoba. 



SPECIAL CBS 
SHORT WAVE 
BROADCASTS 
TO EUROPE 

ff CBX .\cw York 



SPECIAL CBS 
SHORT WAVE 
BROADCASTS 
TO LATIN 
AMERICA 
WCBX Xew York 



Hollywood News 

In Spanish: 

7:45-8:00 p.m. each monday 
In Portuguese : 

7:45-8:00 p.m. each Thursday 



Once each week. CBS presents the latest news j 
of Hollywood. Luiz Castaneda is heard in 
Spanish and Luis Correa reports in Portu- 
guese. 



Carmen Castelo's Column 

7:00-7:15 p.m. 



EACH FRIDAY 



Carmen Castelo reports the latest news and 
gossip along Broadway— of the theater, motion 
pictures, fashions and personalities. 



Cultural News in Spanish 
9:00-9:15 p.m. 
EACH FRIDAY 



A digest of cultural news of special interest to 
Latin American listeners is broadcast each Fri- 
day by Jose Santos Quijano. 



I 



28 



ADDEIDA: 



OCTOBER PROGRAMS 



Columbia's Special Feature broadcasts are arranged on a week t 
week, sometimes day to day, and even, on occasion, hour to hou 
basis. One result of this flexibility and timeliness is the followin 
partial list of October programs which were arranged too late f" 
inclusion in the last month's issue of the Columbia program boo^ 



PUBLIC AFFAIRS 

OCTOBER 1: Michael Joseph Tierney, 
assistant director of the New York State 
Employment Service explained the need of 
American recruits for Britain's Civilian 
Technical Corps, 3:20-3:30 p.m. 

OCTOBER 1 : Mrs. Eleanor Roosevelt and 
six student leaders held a round-table discus- 
sion on the subject, "What Students Can Do 
In Connection With Defense." The program 
was under the auspices of the International 
Student Service, 4:00-4:30 p.m. 

OCTOBER 1 : Assistant Attorney General 
Thurman Arnold spoke on "Anti-Trust and 
Defense," 10:15-10:30 p.m. 

OCTOBER 2: Sir Norman Birkett, English 
representative at the American Bar Associa- 
tion's annual convention spoke about "The 
Ties That Bind," 4:45-5:00 p.m. 

OCTOBER 4: "Monopoly and Propaganda 
in the Movie Industry" was discussed by 
Senator D. Worth Clark, Idaho Democrat, 
10:15-10:30 p.m. 

OCTOBER 4: William John Brown, former 
M.R and Secretary of the Civil Service Cler- 
ical Ass'n of Great Britain, explained that 
"History Is Not Bunk," 11 :00-ll :15 p.m. 

OCTOBER 6: From the Boston Conference 
on Distribution, Cornelius Vanderbilt Whit- 



ney, president of the American Arbitratio 
Ass'n and chairman of the Board of Pan 
American Airways, spoke on "Your Part Iij 
Our National Emergency," 3:15-3:30 p.m 

OCTOBER 7: Undersecretary of State Sum 
ner Welles read a message from Presidera 
Roosevelt at the National Foreign Tradi 
Council Convention, 10:15-10:45 p.m. 

OCTOBER 8: Dr. Robert L. Swain, editoJ 
of "Drug Topics," discussed "The Signifi 
cance of Advertising to Consumer Spend 
ing," 3:15-3:30 p.m. 

OCTOBER 8: Rear Admiral Richard E 
Byrd urged his listeners to "Keep America's 
Record Straight," 10:15-10:30 p.m. 

OCTOBER 8: President William L. Greer 
spoke from the A. F. of L.'s national conven- 
tion at Seattle, 10:30-10:45 p.m. 

OCTOBER 9: Allen Haywood, director of 
organization for the C. I.O., discusse 
"Wages and Inflation," 10:15-10:30 p.m. 

OCTOBER 10: China's Ambassador to thej 
United States, Hu Shih, made an address on 
the thirtieth anniversary of the Chinese! 
Republic, 3:15-3:30 p.m. ' 

OCTOBER 10: Henry J. Allen, chairman of 
the British Child Aid program of the Save- 
The-Children Federation, spoke on"The New 
Crisis inBritishChildLife,"10:30-10 :45p.m. 



OCTOBER 10: Floyd Odium, Director of 
Defense Contracts Distribution, expounded 
the theory that "Small Industry Can Win 
The War" 10:45-11 :00 p.m. 

OCTOBER 11: Representative George H. 
Bender, Republican of Ohio, discussed bills 
then before the House, 10:15-10:30 p.m. 

OCTOBER 12: Oswald Garrison Villard, 
former editor of "The Nation" and honorary 
chairman of the Keep America Out of War 
Congress, urged that we "Enforce the Neu- 
trality Law." 7:15-7:30 p.m. 

OCTOBER 13: "The Role of Youth in 
National Defense" keynoted talks by Robert 
E Wagner, Jr., New York Assemblyman; 
Martha Scott, movie actress; Alfred M. Lil- 
lienthal, executive secretary of L nited Youth 
for Defense; and Maurice Dreicer, radio 
advisor of that organization. 3 :30-3 :45 p.m. 

OCTOBER 14: \^'alter D. Fuller, president 
of the National Association of Manufac- 
turers, and Edwin C. Hill analyzed the effect 
of price changes on the average income, 
when they discussed "John Public "s Pocket- 
book," 10:15-10:30 p.m. 

OCTOBER 15: Sir Shanmukham Chetty, 
who is in charge of India's defense purchas- 
ing, talked about "The Y. M. C. A. and Inter- 
nationalism," 4:30-4:45 p.m. 

OCTOBER 15: Secretary of Agriculture 
Claude Wickard outlined a 1942 farm de- 
fense program in his speech on "Food for 
Freedom," 10:15-10:30 p.m. 

OCTOBER 16: Melvin D. Hildreth talked 
on the current international situation under 
the auspices of the Committee to Defend 
America. 6:30-6:45 p.m. 

OCTOBER 17: Representative Luther Pat- 
rick, Alabama Democrat, spoke for the Com- 
mittee to Defend America. 6:15-6:30 p.m. 

OCTOBER 17: Sir Earle Page, former Aus- 
tralian Prime Minister and special Austral- 



ian Minister to London on affairs of State, 
spoke on the "General Australian War 
Effort," 10:30-10:45 p.m. 

OCTOBER 19: Clark M. Eichelberger, 
Director, Committee to Defend America, 
gave a "Report on London," 7:15-7:30 p.m. 

OCTOBER 20: Dr. Thomas Parran, Jr., 
Surgeon-General and Chief of the U. S. 
Public Health Service delivered the prin- 
cipal address at a luncheon to open Better 
Parenthood Week, 3:30-3:45 p.m. 

OCTOBER 21 : Lt. Col. Heber H. Rice, Rep- 
resentative A. J. May and Francis P. Brassor 
explained "How the Bar Association Helps 
Lawyer-Selectees," 10:15-10:30 p.m. 

OCTOBER 22: Dr. Ralph Irving Lloyd, 
president-elect of the American Academy of 
Ophthalmology and Otolaryngology was 
heard from Chicago, 3:30—3:45 p.m. 

OCTOBER 22: Representative Hamilton 
Fish, New York Republican, demanded "No 
Undeclared War," 10:15-10:30 p.m. 

OCTOBER 24: Dr. B. V. Christensen. Dean 
of the College of Pharmacy of Ohio State 
University, talked in connection with 
National Pharmacy Week. 3:15-3:30 p.m. 

OCTOBER 25: Representative Raymond S. 
Springer, Indiana Republican, discussed 
"Our National Defense," 10:15-10:30 p.m. 

OCTOBER 26: Donald Nelson, executive 
director of SPAB, and Gov. Leverett Salton- 
stall of Massachusetts spoke for the Council 
of State Governments on "National Defense 
Back Home." 7:15-7:30 p.m. 

OCTOBER 27: Fiorello H. La Guardia. 
Mayor of New York and Director of Civilian 
Defense, talked in connection with "Amer- 
icans All Week," 3:15-3:30 p.m. 

OCTOBER 29: "Price Control Legislation" 
was discussed by Representative Jerry Voor- 
his, California Democrat. 10:15-10:30 p.m. 



SPECIAL EVENTS 

OCTOBER 2: A broadcast in connection 
with the drive for assistant Red Cross Nurses 
was heard from Washington, 3:15-3 :30 p.m. 

OCTOBER 2: George Jessel, Juan Arvizu, 
Mischa Borr, Jane Froman, Bea Wain, and 
Alfredo Medina participated in a Bundles 
for Britain broadcast, 10:15-10:45 p.m. 

OCTOBER 3: A portion of Lt. Gen. Hugh A. 
Drum's address to his officers on the eve of 
the First Army's war games was heard, 
4:00-4:15 p.m. 

OCTOBER 3: President Roosevelt and 
Wendell L. Willkie made their first joint 
broadcast, when they opened a community 
fund drive throughout the United States 
and Canada, under the sponsorship of the 
"Community Mobilization for Human 
Needs." 10:30-11:00 p.m. 

OCTOBER 4: Ted Husing covered the Ford- 
ham-Southern Methodist football game from 
New York City, 1 :45-4:30 p.m. 

OCTOBER 5: An on-the-spot description of 
the hurricane which swept the Gulf coast 
was carried from Miami, 12:50-12:55 a.m. 

OCTOBER 5: Ambassador Najera of Mex- 
ico; L. W. Bookington, eminent Canadian 
attorney and former chairman of the board 
of governors of the C. B. C. ; and A. A. Berle, 
Jr., Assistant U. S. Secretary of State par- 
ticipated in a broadcast prelude to the fol- 
lowing day's opening of the "School of the 
Air of the Americas," 4:00-4:15 p.m. 

OCTOBER 7: Gene Autry interviewed some 
of the rodeo stars, who were appearing at 
Madison Square Garden, 4:30-4:45 p.m. 

OCTOBER 9: Robert Riskin, playwright 
and movie scenarist, told of the war's effect 
on England's "little people", 3:15-3:30 p.m. 

OCTOBER 11: Queen Wilhelmina of the 
Netherlands received an honorary degree as 
a highlight of Rutgers University's 175th 
anniversary. President Robert C. Clothier 



spoke from Rutgers and the exiled Queen ] 

spoke from London, 11:45 a.m.-12 noon. i 

OCTOBER 1 1 : The Colgate-Dartmouth foot- j 

ball game was described from Hanover, New | 

Hampshire by Ted Husing, 1:45-4:30 p.m. 1 

In addition, the Illinois-Minnesota game was j 

carried from Minneapolis, 4:30-5:30 p.m. I 

i 

OCTOBER 17: Spencer Williams, Jr., i 
former CBS correspondent at Moscow, de- , 
scribed the military situation of the Rus- 
sian capital, 11:1 5-1 1 :30 p.m. ' 

OCTOBER 18: Ted Husing covered the 1 

Navy-Cornell football game from Balti- | 

more, 1:45-4:30 p.m. The Pittsburgh-Min- I 
nesota game was carried, 4:30-5:30 p.m. 

OCTOBER 18: Mayor Fiorello H. La 
Guardia, Kate Smith, Ed Gardner, Howard 
Barlow, Andre Kostelanetz, Bob Ripley, 
and Ted Husing in New York; Bob Burns, 
Louella Parsons and Roger Pryor, in Holly- 
wood; and Alexander Woollcott in London, 
all helped celebrate the inauguration of 
WABC's new Columbia Island transmitter, i 
10:15-11 p.m. 

OCTOBER 18: An R.A.F. band, called the 
"Squadronnaires," presented a concert of 
war-time English music via short-wave from 
London, 11:30 p.m.-12 midnight. ' 

OCTOBER 25: The Michigan -Minnesota ; 
football game at Ann Arbor, Michigan was \ 
described by Ted Husing, 1:45-4:30 p.m. 
An additional game, Nebraska vs. Missouri, 
was heard from St. Louis, 4:30-5:30 p.m. i 

OCTOBER 26: Edmund Gwenn, Gracie 
Fields, Dinah Shore, Martha Scott and 
Count Basic's orchestra appeared on a Rus- 
sian War Relief program, 1 :30-2:00 p.m. 

OCTOBER 27: President Roosevelt's Navy 
Day address from the Navy League dinner 
in Washington was heard. 10:00-10:30 p.m. 

OCTOBER 30: A Defense Shipbuilding Day 
program with Senator Wallace, H. White, 
Jr. and others was broadcast from Portland, i 
Maine, 3:15-3:30 p.m. | 



31 



THE COLUMBIA BROADCASTING SYSTEM 



Sales and administrative offices: 485 Madison Avenue, New York • 182 Tremont Street, Boston 
410 North Michigan Avenue, Chicago • 902 Fisher Building, Detroit • Mart Building 
St. Louis • 625 Second Avenue, South, Minneapolis • Wilder Building, Charlotte, North 
Carolina • Earle Building, Washington • Columbia Square. Hollywood • Palace Hotel. 
San Francisco • 84 Hallam Street, W. 1, London • Cable address, Columbia, New York 




V --a 





The Philharmonic-Symphony Society of New Yort broadcasts a concert 
during its lOOth anniversary season, its twelfth year on CBS. 



CBS PROGRAM BOOK • DECEMBER, 1941 



THE COLIINBIil 
Vmm BOOK 

CBS SPONSORED PROGRAMS: pp. 3 to 15 
WABC SPONSORED PROGRAMS: pp. 16 to 18 
CBS SUSTAINING PROGRAMS: pp. 19 to 28 

Published monthly for advertising executives by 
THE COLUMBIA BROADCASTING SYSTEM 
485 Madison Avenue, New York City, N. Y. 



COLUMBIA lETWORK CLIEITS 



lieet ■ 
iri-Rifl 



' AUTOMOTIVE . 

CHRYSLER CORPORATION: 

Plymouth, Dodge, DeSoto, 

Chrysler motor cars Page 5 

FORD MOTOR COMPANY: 

Ford cars, trucks, tractors, Mercury, 

Lincoln Page 7 

CIGARETTES & TOBACCO 

AMERICAN TOBACCO COMPANY: 
Lucky Strike Cigarettes .... Page 3 
LIGGETT & MYERS TOBACCO COMPANY: 
Chesterfield Cigarettes .... Page 10 
PHILIP MORRIS & COMPANY, LTD.: 
Philip Morris Cigarettes .... Page 11 
R. J. REYNOLDS TOBACCO COMPANY: 
Camel Cigarettes, 

Prince Albert Smoking Tobacco . Page 12 

U. S. TOBACCO COMPANY: 

DilFs Best. Model Tobacco . . . Page 13 
CONFECTIONERY 

AMERICAN CHICLE COMPANY: 

Chiclets & Dentyne Page 13 

CURTISS CANDY COMPANY: 

Candy Page 6 

DOUBLEMINT GUM : 

Doublemint Gum Page 6 

PETER PAUL, INC.: 

Mounds Candy, Ten Crown Gum . Page 14 
SPEARMINT GUM: 

Spearmint Gum Page 12 

DRUGS & TOILET GOODS 

ANACIN COMPANY: 

Anacin Page 3 

BATHASVVEET CORPORATION: 

Bathasweet Products Page 13 

BAYER COMPANY: 

Bayer Aspirin Page 3 

BISODOL COMPANY: 

Bisodol Page 3 

CAMPANA SALES COMPANY: 
Campana Hand Cream, 

Campana Balm, Dreskin, Coolies, 

D.D.D., Old South Toiletries . . Page 4 

CHESEBROUGH MANUFACTURING COMPANY: 
Vaseline Preparations .... Page 5 



COLGATE-PALMOLIVE-PEET COMPANY : 

(See also Laundry Soaps) 
Colgate Dental Cream, 
Palmolive Shave Cream, 
Palmolive Brushless Shave, 
Palmolive Soap, 

Colgate Tooth Powder . . . Pages 5, 6 j 
COLONIAL DAMES, INC.: 

Cosmetics Page 14] 

EMERSON DRUG CO.: 

Bromo-Seltzer Page 6 1 

RICHARD HUDNUT: 

Marvelous Cosmetics Page 14 ' 

IRONIZED YEAST CO., INC.: 

Ironized \east Page 8 

JOHNSON & JOHNSON: 

Band-Aid Page 9 

KOLYNOS COMPANY: 

Kolynos Page 9 

LADY ESTHER LTD.: 

Face Powder, Face Cream, 
Rouge, Lipstick and Nail Polish . Page 9 

LEVER BROTHERS COMPANY: 

(See also Foods; Laundry Soaps) 
Lux Toilet Soap, 

Lifebuoy Health Soap .... Page 9 
LOS ANGELES SOAP COMPANY: 
White King Soap, 

Sierra Pine Soap Page 14 

luden's, INC.: 

Menthol Cough Drops .... Page 15 
LUXOR LTD. : 

Luxor Products Page 10 

MAGAZINE REPEATING RAZOR CO. : 
Schick Injector Razors and Blades Page 10 

THE PROCTER & GAMBLE COMPANY: 

(See also Laundry Soaps; Foods) 
Ivory Soap Pages 11, 12 

SMITH BROTHERS: 
"SB" Cough Drops and 
Cough Syrup Page 15 

E. R. SQUIBB & SONS: 
Squibb Products Page 13 

VICK CHEMICAL CO.: 
Vicks VapoRub, 

Vicks Va-tro-nol Page 13 

FOODS & BEVERAGES 

ALBERS MILLING CO.: 

Albers Flapjack Flour .... Page 13 



RMOUR & CO. : 

reel Page 3 

bowey's. inc. : 
Dari-Rich Products Page 3 

BREAKFAST CLUB COFFEE, INC.: 

Coffee Page 15 

CALIFORNIA FRUIT GROWERS EXCHANGE: 
Sunkist Oranges, Lemons . . . Page 4 

CAMPBELL SOUP COMPANY: 

Campbell s Soups. Pork and 

Beans, and Tomato Juice . . . Page 4 

Franco-American Macaroni 

and Spaghetti Page 4 

|COCA-COLA COMPANY: 

Coca-Cola Page 5 

CONTINENTAL BAKING COMPANY. INC.: 

Wonder Bread. Hostess Cake . . Page 6 

GENERAL FOODS CORPORATION: 

(See also Laundry Soaps) 

Grape Nuts. Grape Nuts Flakes, 

Sanka Coffee. Postum, 

Diamond Crystal Salt, 

Maxwell House Coffee, 

Post Toasties. 

Swansdown. Calumet Page 7 

Walter Baker s Chocolate & Cocoa Page 14 

GENERAL MILLS, INC.: 

Wheaties. Gold Medal Flour. 

Bisquick Page 8 

LEVER BROTHERS COMPANY: 
(See also Drugs; Laundry Soaps) 

Spry Page 10 

THOMAS J. LIPTON, INC.: 

Lipton s Tea and Tea Bags, 

Continental Soup Mix .... Page 10 

C. F. MUELLER COMPANY: 

Macaroni Products Page 10 

NESTLE's milk PRODUCTS. INC.: 

Alpine Coffee Page 14 

I'ET MILK SALES CORPORATION: 

Pet Irradiated Milk Page 11 

PLANTERS NUT & CHOCOLATE COMPANY: 

Planters Salted Peanuts, 

Planters Peanut Oil Page 15 

THE PROCTER & GAMBLE COMPANY: 

(See aLso Toilet Goods; Laundry Soaps) 
Crisco Page 12 

LAUNDRY SOAPS & ACCESSORIES 

COLGATE-PALMOLIVE-PEET COMPANY : 

(See also Toilet Goods) 
Concentrated Super Suds. 
Octagon Products. Crystal White . Page 5 



GENERAL FOODS CORPORATION: 

(See also Foods) 

La France. Satina Page 7 

LEVER BROTHERS COMPANY: 

(See also I)ritf;s; Foods) 

Rinso, Silver Dust .... Pages 9, 10 

PACIFIC COAST BORAX CO. I 

20 Mule Team Borax and 

Borax Flakes, Boraxo .... Page 1 1 

THE PROCTER & GAMBLE COMPANY: 

(See also Toilet Goods; Foods) 

Ivory. Oxydol. Chi]3S(). Duz. 

Dreft Pages 11, 12 

LUBRICANTS 

AMERICAN OIL COMPANY: 

Amoco-Gas. Orange American Gas Page 3 

EAGLE OIL & REFINING CO.. INC.: 

Golden Eagle Gasoline .... Page 15 

GENERAL PETROLEUM COS;'. OI CALIFORNIA : 

Mobilgas. Mobiloil Page 14 

GULF OIL CORPORATION: 

Motor Oil and Gas Page 8 

SEASIDE OIL COMPANY: 

Seaside Ethyl Gasoline and 

Silverol Motor Oil Page 15 

TEXAS COMPANY: 

Texaco Prtxlucts Page 13 

UNION OIL COMPANY: 

Gas and Oil Page 15 

MISCELLANEOUS 

ARMSTRONG CORK COMPANY': 

Armstrong's Quaker Rugs . . . Page 3 

BEKINS VAN AND STORAGE CO.: 

Moving and .Storage Page 15 

ELGIN NATIONAL WATCH COMPANY: 

Elgin Watches Page 6 

EVERSHARP, INC.: 

Eversharp Pens and Pencils . . Page 6 

INTERNATIONAL CELLUCOTTON 
PRODUCTS CO.: 

Kleenex Page 8 

INTERNATIONAL SILVER COMPANY: 

International Sterling and 

1847 Rogers Bros. Silverplate . . Page 8 

JOHNS--MANVILLE CORPORATION: 

Insulation Page 9 

MACFADDEN PUBLICATIONS, INC.: 

Libert} Magazine .... Pages 10, 14 
PRUDENTIAL INSURANCE COMPANY 
OF AMERICA: 

Insurance Services Page 12 

SOIL OFF MANUFACTURING CO.: 

Cleaning Fluid Page 15 



All time listed en the following pages is current New York time unless otherwise indicated. 



AMERICAN OIL COMPANY 

(176th Week on CBS) 

The Human Side of the News 
by Edwin C. Hill 



Mon., Wed., Fri. 
6:00-6:10 p.m. 

53 CBS stations 
originates: wabc 



Amoco-Gas 

Orange American Gas 

The Joseph Katz 

Company 



l\0 



AMERICAN TOBACCO COMPANY 

(292nd Week on CBS) 

Your Hit Parade 

Mark Warnow's Orchestra, 
Barry Wood, Margaret Whiting, 
Hit Paraders Chorus 



Saturday 
9:00-9:45 p.m. 

Rebroadcast 
12 mi(l.-12 :45 a.m. 
109 CBS stations 
originates: wabc 



Lucky Strike Cigarettes 
Lord & Thomas 



First 



ANACIN COMPANY 

(243rd Week on CBS) 

Our Gal, Sunday 



Mon. thru Fri. 
12:45-1 :00 p.m. 
50 CBS stations 
originates: wabc 



Anacin 

Blackett-Sample- 
Hummert, Inc. 



DIPBE 
■A » 

.\rka 

slarri 



ARMOUR & CO. 

(43rd Week on CBS) 

Treat Time 

with Buddy Clark 



Mon., Wed., Fri. 
11:00-11 :15 a.m. 
50 CBS stations 
originates: wbbm 



Treat 

Lord & Thomas 



ARMSTRONG CORK COMPANY 

(9th Week on CBS) 

Armstrong's Theatre of Today 

Drama 



Saturday 

12 noon-12:30 p.m. 
105 CBS stations 

ORIGINATES: WABC 



Armstrong's Quaker Ru 
Batten, Barton, Dursti 
& Oshorn, Inc. 



The 



BAYER COMPANY 

(323rd Week on CBS) 

Second Husband 

with Helen Menken, presented 
by the Famous Actors' Guild 



Tuesday 
7:30-8:00 p.m. 
76 CBS stations 
originates: wabc 



Bayer Aspirin 

Blackett-Sample- 
Hummert, Inc. 



I 



BISODOL COMPANY 

(461st Week on CBS) 

The Romance of Helen Trent 

Serial drama 



Wed., Thurs., Fri. 
12:30-12:45 p.m. 
36 CBS stations 

ORIGINATES: WBBM 



Bisodol 

Blackett-Sample- 
Hummert, Inc. 



Lai 



BOWEY'S, INC. 

(132nd Week on CBS) 

Stars Over Hollywood 

Original drama with Knox 
Manning, mc, and guest stars 



Saturday 
12:30-1 :00 p.m. 
45 CBS stations 

ORIGINATES: KNX 



Dari-Rich Products 
Sorensen & Company 



:alifornia fruit growers 

iXCHANGE 

135th Week on CBS) 

Sunkist Presents Hedda 
Hopper's Hollywood 



Mon., Wed., Fri. 
6:15-6:30 p.m. 
40 CBS stations 

ORIGINATES: KNX 



Sunkist Oranges 
Sunkist Lemons 
Lord & Thomas 



CAMPANA SALES COMPANY 

190th Week on CBS) 

First Nighter 

with Barbara Luddy and 
Les Tremayne 

Drama 



Friday 

9:30-9:55 p.m. 
53 CBS stations 

ORIGINATES: WBBM 



Campana Hand Cream, 
Campana Balm, Dreskin, 
Coolies, D.D.D., Old South 
Toiletries 

Aubrey, Moore & 

Wallace, Inc. 



CAMPBELL SOUP COMPANY 

(365th Week on CBS) 

Arkansas Traveler 

starring Bob Burns 

Amos 'n' Andy 

Serial comedy-drama 



Tuesday 
8:30-8:55 p.m. 
Rebroadcast 
12:30-12:55 a.m. 
64 CBS stations 

ORIGINATES: KNX 

Mon. thru Fri. 
7:00-7:15 p.m. 

Rebroadcast 
11:00-11 :15 p.m. 
61 CBS stations 

ORIGINATES: KNX 



Campbell's Soups 

Ruthrauff & Ryan, Inc. 



Campbell's Soups 
Campbell's Pork and Beans 

Ward Wheelock 

Company 



The Man I Married 

Dramatic serial 



Mon. thru Fri. 
11:15-11:30 a.m. 

Rebroadcast 
3:00-3:15 p.m. 
57 CBS stations 

ORIGINATES: WABC 



Campbell's Soups 
Campbell's Pork and Beans 

Ward Wheelock 

Company 



Fletcher Wiley 

Talks 



Lanny Ross 

Songs 



Mon. thru Fri. 
2:30-2:45 p.m. 
35 CBS stations 
originates: knx 



Mon. thru Fri. 
7:15-7:30 p.m. 
Rebroadcast 
11:15-11 :30 p.m. 
57 CBS stations 
(Mon. and Wed. 
56 CBS stations) 
originates: wabc 



Campbell's Soups 
Campbell's Tomato Juice 
Campbell's Pork and Beans 
Franco-American Macaroni 
and Spaghetti 

Ward Wheelock 

Company 

Franco-American 
Macaroni and Spaghetti 
Ruthrauff & Ryan, Inc. 



4 















CHESEBROUGH MANUFACTURING 
COMPANY, CONSOLIDATED 

{161st Week on CBS) 

Dr. Christian 

with Jean Hersholt 


Wednesday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11:55 p.m. 
64 CBS stations 

ORICINATES: KNX 


Vaseline Preparations 
McCann-Erickson, Ini 


0iid 
<lepn 










Elme 












CHRYSLER CORPORATION 

(300th Week on CBS) 

Major Bowes' Original 
Amateur Hour 


Thursday 
9:00-10:00 p.m. 
84 CBS stations 

ORIGINATES: WABC 


Plymouth, Dodge 
DeSoto, Chrysler 

Ruthrauff & Ryan, //i; 






COCA-COLA COMPANY 

(120th Week on CBS) 

Pause That Refreshes 
On the Air 

with Andre Kostelanetz and his 
45-piece orchestra, Albert Spalding, 
and guest soloists 


Sunday 

4:30-5:00 p.m. 
115 CBS stations 
originates: wabc 


Coca-Cola 

D' Arcy Advertising 
Company, Inc. ' 


}lau( 

ITITIS 

tWlf 

Newf 

witli 




COLGATE-PALMOLIVE-PEET 
COMPANY 

(308th Week on CBS) 

Guy Lombardo and 
His Orchestra 

Popular Music 


Saturday 
8:00-8:30 p.m. 

Rebroadcast 
11:00-11 :30 p.m. 
71 CBS stations 
30 CBC stations 
originates: wabc 


Colgate Dental Cream 
Ted Bates, Inc. 


OUBL 

m 1 
u 

A 

Mt 
ilClN 




Hobby Lobby 

with Dave EInian 

and Harry Salter's Orchestra 


Saturday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11:55 p.m. 
68 CBS stations 
originates: wabc 


Palmolive Shave Cream 
Palmolive Brushless Sha 
Ted Bates, Inc. 


M » 
*Sliii 

iHER! 




Woman of Courage 

Serial drama 


Mon. thru Fri. 
10:45-11:00 a.m. 

Rebroadcast 
3:45^:00 p.m. 
61 CBS stations 
originates: wabc 


Octagon Products 
Crystal White 
Ted Bates, Inc. 


Voj 

wit 

0«i 

BER 


5 


Myrt and Marge 

Serial drama 


Mon. thru Fri. 
10:15-10:30 a.m. 
Rebroadcast 
4:15^:30 p.m. 
79 CBS stations 
originates : wabc 


Concentrated Super Suds 
Sherman & Marquette 
Inc. 


Ta 

wil 

l)ii 



:OLGATE-PALMOLIVE-PEET 
■ifVl COMPANY 
"ontinued 

Stepmother 

Serial drama 

Elmer Davis 

News 



Mon. thru Fri. 
10:30-10:45 a.m. 
Rebroadcast 
4:00^:15 p.m. 
53 CBS stations 

ORIGINATES: WBBM 

Tues. thru Sun. 
8:55-9:00 p.m. 
90 CBS stations 
originates: wabc 



Colgate Tooth Powder 
Sherman & Marquette, 
Inc. 



Palmolive Soap 
Ward Wheelock 
Company 



\ 



CONTINENTAL BAKING CO., INC. 

{361st Week on CBS) 

Maudie's Diary 

with Mary Mason 



Thursday 
7:30-8:00 p.m. 
Rebroadcast 
11:30-12:00 mid. 
46 CBS stations 
originates: wabc 



Wonder Bread 
Hostess Cake 
Ted Bates, Inc. 



CURTISS CANDY COMPANY 

(62nd Week on CBS) 

News 

with Jackson Wheeler 



Sat., Sun. 
11:00-11:05 a.m. 
39 CBS stations 
originates: wabc 



Candy 

C. L. Miller Company 



m 



DOUBLEMINT GUM 

(494th Week on CBS) 

Melody Ranch 

with Gene Autry 
Western dramatic series 



Sunday 

6:30-6:55 p.m. 
72 CBS stations 

ORIGINATES: KNX 



Doublemint Gum 
/. Walter Thompson 
Company 



ELGIN NATIONAL WATCH CO. 

(I4th Week on CBS) 

*Shirley Temple Time 

Variety 



Friday 



10:00-10:30 p.m. 
75 CBS stations 
originates: knx 



Elgin Watches 
William Esty & 
Company, Inc. 



EMERSON DRUG COMPANY 

(83rd Week on CBS) 

Vox Pop 

with Parks and Wally 

Quiz 



Monday 
8:00-8:30 p.m. 

74 CBS stations 
originates: on tour 



Bromo-Seltzer 

Ruthrauff & Ryan, Inc. 



EVERSHARP, INC. 

(114th Week on CBS) 

Take It or Leave it 

with Bob Hawk, MC ; David Ross 
Quiz 



Sunday 

10:00-10:30 p.m. 
73 CBS stations 
originates: wabc 



Eversharp Pens and Pencils 
The Biow Company 



^Program or client not listed in CBS Program Book for November. 



FORD MOTOR COMPANY 

i399th Week on CBS) 

Sunday Evening Hour 

Ford Symphony Orchestra and 
Chorus, guest conductors and 
soloists 

With Talks by W. J. Cameron 



Sunday 
9:00-10:00 p.m. 
59 CBS stations 

ORIGINATES: WJR 



Ford motor cars, trucks, 
and tractors 
Mercury 
Lincoln 

McCann-Erickson, Inc 



fA Iff 

Slories 



H)iiin! 

fltliJ« 



GENERAL FOODS CORPORATION 

{341st Week on CBS) 

We, the People 

with Eddie Dowling 

Real-life experiences 

Kate Smith Hour 

with Kate Smith, Ted Collins, Jack 
Miller and his orchestra, and 
guest stars 

Music, comedy, and drama 

William L. Shirer 

News 



Kate Smith Speaks; News 

Talks and news 



Joyce Jordan, Girl Interne 

Serial drama 



Young Dr. Malone 

Serial drama 



Kate Hopkins 

Serial drama 



Tuesday 
9:00-9:30 p.m. 

Rebroadcast 

12 mid.-12:30 a.m. 

68 CBS stations 

ORIGINATES: WABC 

Friday 

8:00-8:55 p.m. 
Rebroadcast 
12 mid.-12:55 a.m. 
91 CBS stations 
originates: wabc 

Sunday 

5:45-6:00 p.m. 
67 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
12:00-12:15 p.m. 
79 CBS stations 
originates: wabc 



Mon. thru Fri. 
2:15-2:30 p.m. 

Rebroadcast 
6:00-6:15 p.m. 
75 CBS stations 
originates: wabc 

Mon. thru Fri. 
2:00-2:15 p.m. 
Rebroadcast 
7:15-7:30 p.m. 
85 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
2:45-3 :00 p.m. 
51 CBS stations 

ORIGINATES: WABC 



Sanka Coffee 

Young & Ruhicam, Ini 



Grape Nuts, 
Grape Nuts Flakes 

Young & Rubicam, Inc 



Sanka Coffee 



fl'LFOl 



Young & Rubicam, Inc' Qjcar 



Swansdown Cake Flour 
Calumet 

Young & Rubicam, Inc 
Diamond Crystal Salt 

Benton & Bowles, Inc. 

La France ' 

Satina 

Postum 

Young & Rubicam, Inc 



WERN 



Ginn 



Post Toasties 

Benton & Bowles, Inc. 



mi's 
%tk I 

Com 



IKOMZ 



Maxwell House Coffee 
Benton & Bowles, Inc. 



Are 



7 











All tU. ,, IT,.; 
Mori, till u 111. 


Wheaties 


',93rd Week on CBS) 


9:45-10 :()() a.m. 


Knox Reeves 


stones America Loves 


Rebroadcast 


Advertising, Inc. 


11:45-12 noon 


Drama 


ov L-rJo stations 






originates: wabc 




Hymns of AH dnurcnes 


Mon., lues., Ihurs. 


ijoiu ivieuai r lour 


with Joe Emerson 


10:00-10:15 a.m. 


Blackett-Sam pie- 




Rebroadcast 


Hummert, Inc. 




11:30-11 -.45 a.m. 




40 CBS stations 






originates: wbbm 




Betty C.rocKer 


v\ eu., r ri. 


■ I 

OlSQUlCiC 


Homemaker program 


10:00-10:15 a.m. 


Blackett-Sam ple- 




Rebroadcast 


Hummert, Inc. 




11:30-11:45 a.m. 




40 CBS stations 






ORIGINATES: WBBM 




»UL.r tJlL, l^tJKr UK A 1 HJl^ 


Sunday 


Motor Oil and Gas 


408th Week on CBS) 


7:30-8:00 p.m. 


Young & Rubicam, Inc. 




80 CBS stations 




ORIGINATES: KNX 




with Roger Pryor, MC, screen stars, 






Oscar Bradley's orchestra, 






John Hiestand 






IIN 1 IlKINA 1 lUiNAL. CtiLLLLUl lUIN 


Friday 


Kleenex 


rKUU U CI S CUJwFAIM I 


9:55-10:00 p.m. 


Lord & Thomas 


'119th Week on CBS) 


53 CBS stations 






ORIGINATES: KNX 




Ginny Simms 






Songs 








Sunday 


International sterling and 


(1 95th Week on CBS) 


6:00-6:30 p.m. 


1847 Rogers Bros. 




DO Lr>^ stations 


Silverplate 


Silver Theatre 


OZ v^DVj siaiions 


Young & Rubicam, Inc. 


Conrad Nagel, Narrator-director, 


ORIGINATES: KNX 


and guest stage and screen stars 








luesday 


Ironized Yeast 


(119lh Week on CBS) 


8:00-8:30 p.m. 


Ruthrauff & Ryan, Inc. 




Rebroadcast 


Are You a Missing Heir r 


11:30-12 mid. 




Drama 


74 CBS stations 






ORIGINATES: WABC 




A Helping Hand 


Mon. thru t ri. 




Drama 


3:00-3:15 p.m. 






4 CBS stations 






ORIGINATES: WABC 





JOHNS-MANVILLE CORPORATION 

il8th Week on CBS) 

Frazier Hunt 

News 



Mon. thru Fri. 
6:10-6:15 p.m. 
24 CBS stations 

ORIGINATES: WABC 



Insulation 

/. Walter Thompson 
Company 



JOHNSON & JOHNSON 

{35th Week on CBS) 

Voice of Broadway 

with Dorothy Kilgallen 
and guest stars 



Saturday 
11:30-11:45 a.m. 
Rebroadcast 
1 :30-l :45 p.m. 
58 CBS stations 

Tuesday 
6:15-6:30 p.m. 
65 CBS stations 

ORIGINATES: WABC 



Band-Aid 

Young & Ruhicam, In 



KOLYNOS COMPANY 

i461st Week on CBS) 

The Romance of Helen Trent 

Serial drama 



Mon. and Tues. 
12:30-12:45 p.m. 
36 CBS stations 
originates: wbbm 



Kolynos 

Blackett-Sam ple- 
Hummert, Inc. 



LADY ESTHER, LTD. 

(417 th Week on CBS) 

Lady Esther Presents 
Orson Welles 

Variety 



Monday 

10:00-10:30 p.m. 
63 CBS stations 

ORIGINATES: KNX 



Face Powder, Face Creair 
Rouge, Lipstick and 
Nail Polish 

Pedlar & Ryan, Inc. 



LEVER BROTHERS COMPANY 

(331st Week on CBS) 

Lux Radio Theater 

Cecil B. DeMille, director, 
with stars of stage and screen 

Drama 

Hollywood Premiere 

with Louella Parsons and guest stars 
Drama 

(Resumes January 2) 
Big Town 

with Edward G. Robinson, Ona 
Munson, Leith Stevens' Orchestra 
Drama 



Meet Mister Meek 

Drama 

Bright Horizon 

with Richard Kollmar 
Serial drama 



Monday 

9:00-10:00 p.m. 
68 CBS stations 
30 CBC stations 

ORIGINATES: KNX 



Friday 

10:00-10:30 p.m. 

71 CBS stations 

ORIGINATES: KNX 

Wednesday 
8:00-8:30 p.m. 
Rebroadcast 
9:30-10:00 p.m. 

72 CBS stations 
31 CBC stations 

ORIGINATES: KNX 

Wednesday 
7:30-8:00 p.m. 
59 CBS stations 

ORIGINATES: WABC 

Mon. thru Fri. 
11:30-11:45 a.m. 
24 CBS stations 
originates: wabc 



Lux Toilet Soap 

/. Walter Thompson 
Company 



Lifebuoy Health Soap 
William Esty & 
Company, Inc. 

Rinso 

Ruthrauff & Ryan, Inc 



Lifebuoy Health Soap 
William Esty & 
Company, Inc. 

Silver Dust 

Batten, Barton, Durslin 
& Osborn, Inc. 



i 



j;VER BROTHERS COMPANY 

"ontinued 

Aunt Jenny s Keai Lile Atones 

Dramatic sketches 


Mon. thru Fri. 
11:45-12:00 noon 

Rebroadcast 
2:15-2:30 p.m. 
62 CBS stations 
oKi(;i nates: wabc 


Spry 

Ruthrauff & Ry an, Inc. 


Big Sister 

Serial drama 


Mon. thru Fri. 
12:15-12:30 p.m. 
73 CBS stations 
31 CBC stations 

ORIGIMATKS : WABC 


Rinso 

Ruthrauff & Rvun, Inc. 


liggett & myers tobacco 
'company 

(475th Week on CBS) 

Glenn Miller and His Orchestra 

with Marion Button, Ray Eberle, 
and the Modernaires 


Tues., Wed., Thurs. 
10:00-10:15 p.m. 
99 CBS stations 
originates: wabc 


Chesterfield Cigarettes 
Neivell-Emrnett Co., Inc. 


THOMAS J. LIPTON, INC. 

(48th Week on CBS) 

Helen Hayes Theater 

starring Helen Hayes, with Mark 
Warnow's Orchestra 


Sunday 

8:00-8:30 p.m. 
Rebroadcast 
10:30 11 :00 p.m. 
79 CBS stations 
originates: wabc 


Lipton's Tea and 

Tea Bags 

Young & Rubicani, Inc. 


Bright Horizon 

with Richard KoUmar 
Serial drama 


Mon. thru Fri. 
z:U0-z:i5 p.m. 
10 CBS stations 

ORIGINATES: WABC 


Lipton's Tea and Lipton's 

C «. 1 C AT* 

Lontmental Soup Mix 
Young & Rubicani, Inc. 


LUXOR, LTD. 

(43rd Week on CBS) 

Wayne King and His Orchestra 

Music 


Saturday 
7:30-8:00 p.m. 
oo L.t>S stations 
originates: wbbm 


Luxor Products 
Lord & Thomas 


*MACFADDEN PUBLICATIONS, INC. 

(294th Week on CBS) 

* Paul Sullivan Reviews the News 


Tues., Thurs. 
6:00-6:10 p.m. 
18 CBS stations 
originates: wabc 


Liberty Magazine 
Erivin Wasey & 
Com pany. Inc. 


MAGAZINE REPEATING RAZOR 
COMPANY 

(27th Week on CBS) 
Duffy's Tavern 

Shirley Booth, Eddie Green. 
John Kirby's Band, guest stars 


Thursday 

8:30-8:55 p.m. 

Rebroadcast 

12 mid.-I2:25 a.m. 

61 CBS stations 

originates: wabc 


Schick Injector 
Razors and Blades 
/. M. Mathes, Inc. 


*C. F. MUELLER COMPANY 

(12 1st Week on CBS) 

*Mark Hawley and the News 


Wed.. Thurs.. Fri. 
4:45-5:00 p.m. 
11 CBS stations 
originates: wabc 


Macaroni Products 



Program or client not listed in CBS Program Book for November. 



10 



PACIFIC COAST BORAX CO. 

{22nd Week on CBS) 

Death Valley Days 

Drama 



Thursday 
8:00-8:30 p.m. 
Rebroadcast 
12:30-1 :00 a.m. 
58 CBS stations 
originates: wabc 



20 Mule Team Borax, 
Boraxo 

20 Mule Team Borax 
Flakes 

McCann-Erickson, Inc 



[H 

Con 



PET MILK SALES CORPORATION 

(420th Week on CBS) 

Saturday Night Serenade 

Bill Perry, tenor; Jessica 
Dragonette, soprano ; Warren 
Sweeney, Gustave Haenschen's 
Orchestra and Chorus 

Mary Lee Taylor 

home economist 
Household advice 



Saturday 
9:45-10:15 p.m. 
55 CBS stations 

ORIGINATES: WABC 



Tues. and Thurs. 
11:00-11:15 a.m. 
Rebroadcast 
1:45-2 :00 p.m. 
64 CBS stations 

ORIGINATES: KMOX 



Pet Irradiated Milk 
Gardner Advertising 
Company 



PHILIP MORRIS & COMPANY, LTD. 

{278th Week on CBS) 

The Philip Morris Playhouse 

Directed by Charles Martin with 
guest stars and Ray Bloch's 
Orchestra 
Dramas 

The Crime Doctor 

Dramatic programs 


Friday 

9:00-9:30 p.m. 
Rebroadcast 
11:30 p.m.-12 mid. 
93 CBS stations 
originates: wabc 

Sunday 

8:30-8:55 p.m. 
Rebroadcast 
11:00-11:25 p.m. 
68 CBS stations 
originates: wabc 


Philip Morris Cigarettes 
The Bioiv Company, Iw 


THE PROCTER & GAMBLE CO. 


Mon. thru Fri. 


Ivory Snow 


(371st Week on CBS) 


5:00-5:15 p.m. 


Benton & Bowles, Inc. 




20 CBS stations 




The Story of Mary Marlin 


ORIGINATES: WABC 




Serial drama 






The Goldbergs 


Mon. thru Fri. 


Duz 


Serial drama 


5:15-5:30 p.m. 


Compton Advertising, 




35 CBS stations 


Inc. 




7 CBS stations 


Dreft 




ORIGINATES: WABC 


Blackett-Sample- 






Hummert, Inc. 


The O'Neills 


Mon. thru Fri. 


Ivory Soap 


Serial drama 


5:30-5:45 p.m. 


Compton Advertising, 




34 CBS stations 


Inc. 




ORIGINATES: WABC 





THE PROCTER & GAMBLE CO. 


Mon. thru Fri. 


Ivory Soap 


^Continued 


1:00-1 :15 p.m. 


Compton Advertising, 


Life Can Be Beautiful 


48 CBS stations 

ORIGINATES: WABC 


Inc. 


Serial drama 






Woman in W^hite 


IVTnn tnrii F'ri 

1V2U11> 1111 Hill. 


Oxydol 


Serial drama 


1 :15-1 :30 p.m. 


Blackett-Sani ple- 




51 CBS stations 


Hummert, Inc. 




25 CBC stations 




ORIGINATES: WBBM 






iVlnn tnrii Kri 

IVXlJll. 1111 Ll 1 1 1. 


Crisco 


Serial drama 


1 :30-l :45 p.m. 


Compton Advertising, 




46 CBS stations 


Inc. 




17 r^Rr^ ctafinnc 




originates: wbbm 




IXOclil OX M^llC 


iviuii. iiii u r 1 1. 


Chipso 


berial drama 




Pedlar & Ryan, Inc. 




25 CBS stations 








PRUDENTIAL INSURANCE 


Sunday 


Insurance Services 


LUMPAINi Ur AMLKICA 


5:00-5:45 p.m. 


Benton & Bowles, Inc. 




Dy LrJb stations 

ORIGINATES: WABC 


Prudential Family Hour 






with Gladys Swarthout and 






Deems Taylor, Al Goodman's 






Orchestra, Ross Graham, and 














IVlonclay 


Camel Cigarettes 


COMPANY 


7:30-8:00 p.m. 


Prince Albert Smoking 


{448th Week on CBS) 


Rebroadcast 


Tobacco 


Blondie 


lO W-11 no n 771 
80 CBS stations 


William Esty & 


with Penny Singleton and 


originates: knx 


Company, Inc. 


Arthur Lake 






Domestic comedy 






Al Pearce and His Gang 






with Artie Auerbach, 


7 .qo 9. -00 T\ m 

1 .OU — O.UU U.IIl. 




Andy Devine, Lou Bring's 


r> L J A 
t\QOTOCL(lCaSt 




Orchestra and guests 


10:30-1 1:00 p.m. 




Variety 


100 CBS stations 








OKIGlNAIbS. KINX 




GDI? A O IMITVinr rf^TTl%* 

Sr JbjAKMIiN 1 trLirl 


bunday 


bpearmmt Gum 


(493rd iveek on CBS) 


6:55-7:15 p.m. 


Arthur Meyerhoff & Co. 




oy t-^oo stations 


Dear Mom 


ORIGINATES: WBBM 




Willi juiiii waissii, jjoiuii iicison, 






Marvin Mueller and Eloise Kummer 






Drama 






*Scattergood Baines 


Mon. thru Fri. 




Serial drama 


5:45-6:00 p.m. 
76 CBS stations 

ORIGINATES: WBBM 





Program or client not listed in CBS Program Book for November. 



COLUMBIA 
PACIFIC 
NETWORK 



E. R. SQUIBB & SONS 

(7 4th Week on CBS) 

Golden Treasury of Song 

starring Frank Parker 

Music and poetry 



Mon., Wed., Fri. 
6:30-6:45 p.m. 
49 CBS stations 

ORIGINATES : WABC 



Squibb Products 
Geyer, Cornell & 
Newell, Inc. 



TEXAS COMPANY 

(236th Week on CBS) 

Texaco Star Theatre 

starring Fred Allen, with Kenny 
Baker, Portland Holla, Al Goodman's 
Orchestra and the Texaco 
Workshop Players 
Variety 



Wednesday 
9:00-10:00 p.m. 
Rebroadcast 
12:00-1 :00 a.m. 
85 CBS stations 
originates: wabc 



Texaco Products 
Buchanan & Co. 



OLONl- 



"Fin' 



,ENER' 
!i 

Tbe 

Draw 



U. S. TOBACCO COMPANY 

(340th Week on CBS) 

Gay Nineties Revue 

starring Beatrice Kay, 
Joe Howard, MC, Billy M. Greene, 
Florodora Girls, Elm City Four, 
Jenny Lynn 



Monday 
8:30-8:55 p.m. 
Rebroadcast 
11:30-11:55 p.m. 
62 CBS stations 
originates: wabc 



Dill's Best 

Model Smoking Tobacco 
Arthur Kudner, Inc. 



VICK CHEMICAL COMPANY 

(116th Week on CBS) 

News For Women 
with Andre Baruch 



Mon. thru Fri. 
3:15-3:30 p.m. 
5 CBS stations 
originates: wabc 



Vicks VapoRub 
Vicks Va-tro-nol 

Morse International, 

Inc. 



ALBERS MILLING CO. 

(35th Week on CBS) 

Whodunit 

Audience participation 



Thursday 

7:30-8:00 p.m. pst 

originates: knx 



Albers Flapjack Flour 
Lord & Thomas 



iWi 



UCHA 



Hm 



AMERICAN CHICLE COMPANY 


Tuesday 


Chiclets & Dentyne 


(39th Week on CBS) 


7:45-8:00 p.m. pst 


Badger, Browning 


By the Way 


Thursday 


& Hersey, Inc. 


7:15-7:30 p.m. pst 


with Bill Henry 


originates: knx 




BATHASWEET CORPORATION 


Tues., Thurs. 


Bathasweet Products 


(113th Week on CBS) 


7:30-7:45 a.m. pst 


H. M. Kiesewetter 


Bob Garred Reporting 


ORIGINATES: KNX 


Advertising Agency 



PETf 



COLONIAL DAMES, INC. 

(104th Week on CBS) 

"Find the Woman" 

with Knox Manning 



Friday 

9:55-10:00 p.m.PST 
originates: knx 



Cosmetics 

Glasser, Galley & Co. 



COLUMBIA 

PACIFIC 

NETWORK 



GENERAL FOODS CORPORATION 

(341 St Week on CBS) 

The Second Mrs. Burton 

Dramatic serial 



Mon. thru Fri. 
4:00-4:15 p.m. pst 
originates: knx 



Walter Baker's 
Chocolate and Cocoa 
Benton & Bowles, Inc. 



GENERAL PETROLEUM 
CORPORATION OF CALIFORNIA 

(49tli Week on CBS) 

I Was There 

News dramatizations 
Pigskin Preview 
with Sam Hayes 



Sunday 

8:30-9:00 p.m. pst 
originates: knx 



Wednesday 
6:15-6:30 p.m. pst 
originates: knx 



Mobilgas, Mobiloil 
Smith & Drum, Inc. 



RICHARD HUDNUT 

(101 St Week on CBS) 

Hollywood Showcase 


IVTonn;! V 

9:30-10:00 p.m. pst 
originates: knx 


Marvelous Cosmetics 
Benton & Bowles, Inc. 


LOS ANGELES SOAP COMPANY 

(113th Week on CBS) 

Knox Manning 

News 


Mon. thru Fri. 
12:15-12:30p.m.PST 

originates: knx 


White King Soap 
Sierra Pine Soap 

Raymond R. Morgan Co. 


MACFADDEN PUBLICATIONS, INC. 

(294th Week on CBS) 

Bob Carred Reporting 

Neivs 


Mon., Wed., Fri. 
7:30-7:45 a.m. pst 
originates: knx 


Liberty Magazine 
Erwin Wasey & Co. 


NESTLE'S MILK PRODUCTS, INC. 

(Ihh Week on CBS) 

Bob Garred Reporting 

News 

William Winter 

News analyst 


Tuesday 

5:45-5:55 p.m. pst 
originates: knx 

Saturday 

7:45-8:00 a.m. pst 
originates: ksfo 


Alpine Coffee 

Leon Livingstone 
Advertising Agency 


PETER PAUL, INC. 

(73rd Week on CBS) 

Bob Garred Reporting 

News 


Mon., Wed., Fri. 
5:45-5:55 p.m. pst 
originates: knx 


Mounds Candy 
Ten Crown Gum 

Brisacher, Davis 

& Staff 



14 



COLUMBIA 
PACIFIC 
NETWORK 

Continued 



COLUMBIA 
CALIFORNIA 
NETWORK 



PLANTERS NUT AND 
CHOCOLATE COMPANY 

(61st Week on CBS) 

What's On Your Mind? 



Friday 

6:00-6:30 p.m. pst 

ORIGINATES: KNX 



Planters Salted Peanuts 
Planters Peanut Oil 
Raymond R. Morgan I 



SMITH BROTHERS 

(81st Week on CBS) 

William Winter 

News analyst 



Mon., Wed., Sat. 
8:55-9:00 p.m. pst 
Sunday 

8:25-8:30 p.m. pst 

ORIGINATES: KSFO 



"SB" Cough Drops 
and Cough Syrup 

/. D. Tarcher 

& Co., Inc. 



SOIL OFF MANUFACTURING 
COMPANY 

(44th Week on CBS) 

Bob Garred Reporting 

News 



Thursday 
5:45-5:55 p.m. 
originates: knx 



Cleaning Fluid for 
Walls and Woodwork 

Hillman-Shane 

Advertising Agency, I 



BEKINS VAN AND STORAGE CO. 

(11th Week on CBS) 

Bill Henry 

News analyst 



Mon., Wed., Fri. 
5:30-5:45 p.m. pst 
originates: knx 



Moving and Storage 
Brooks Advertising 
Agency 



BREAKFAST CLUB COFFEE, INC. 

(48th Week on CBS) 

Voice of Friendship 

with Rita Murray 



Tues., Thurs. 
8:00-8:15 a.m. pst 
originates: knx 



Breakfast Club Coffee 

Lockwood-Shackleforo flJji 
Advertising Agency 



+ EAGLE OIL & REFINING CO., INC. 

(4th Week on CBS) 

*The World Today 



Sunday 

11 :30 a.m.-12 noon 
PST 

ORIGINATES: KNX 



Golden Eagle Gasoline 
General Advertising 
Agency, Inc. 



LUDEN'S, INC. 

(69th Week on CBS) 

Dave Lane 

Songs 



Tuesday 

9:55-10:00 p.m. pst 
Thursday 

9:25-9:30 p.m. pst 

ORIGINATES: KNX 



Menthol Cough Drops 
/. M. Malhes, Inc. 



toll I'f 

Anno 



3lt If 
Artti 



i:Wl 

IllOV 



Tilt 



Thi 



SEASIDE OIL COMPANY 

(34th Week on CBS) 

Seaside Spelling Bee Liner 



Sunday 

5:30-5:55 p.m. pst 

ORIGINATES: KNX 



Seaside Ethyl Gasoline an 
Silverol Motor Oil 

The McCarty Company 



UNION OIL COMPANY 

(53rd Week on CBS) 

Nelson Pringle 

News analysis 



Mon. thru Fri. 
7:45-8:00 a.m. pst 
originates: knx 



Gas and Oil 

Lord & Thomas 



15 



* Program or client not listed in CBS Program Book for November. 



Oil 



AMERICAN CHICLE COMPANY* 

{66th Week on WABC) 

Announcements 



Mon. thru Sat. 
8:00-8:01:30 a.m. 



Chiclets and Dentyne 
Badger, Browning & 
Hersey, Inc. 



B.C. REMEDY COMPANY 

(13th Week on WABC) 

Arthur Godfrey 

Participations 



Mon. thru Sat. 
7:00-7:30 a.m. 



B.C. 



Charles W. Hoyt & 
Co., Inc. 



BOOK HOUSE FOR CHILDREN 

{31st Week on WABC) 

Woman's Page of The Air 

with Adelaide Hawley 

Participations 



Friday 

8:45-9:00 a.m. 



Book House 

Presba, Fellers & 
Presba, Inc. 



*BOSCO COMPANY 

(52nd Week on WABC) 

The World Today 



Tues., Thurs. 
6:45-7:00 p.m. 



Bosco Milk Amplifier 
Kenyon & Eckhardt, 
Inc. 



BULOVA WATCH COMPANY 

(641st Week on WABC) 

Time Signals 



Sun. thru Sat. 
10 Times Daily 



Bulova Watches 

The Biow Company 



CHESEBROUGH MANUFACTURING 
COMPANY, CONSOLIDATED* 

(22nd Week on WABC) 

The World Today 



Mon., Wed., Fri. 
6:45-7:00 p.m. 



Vaseline Preparations 
McCann-Erickson, Inc. 



DREZMA, INC. 

{57th Week on WABC) 

Lessons in Loveliness 

with Nell Vinick 



Tues., Thurs., Sat. 
8:25-8:30 a.m. 
Tues., Thurs. 
11:00-11 :15 a.m. 



'Drezma" Cosmetics 
Blaine-Thompson Co., 
Inc. 



GRIFFIN MANUFACTURING CO., 
INC.* 

(12th Week on WABC) 

Arthur Godfrey 

Participations 



Tues., Thurs., Sat. 
7:00-7:30 a.m. 



WABC 

SPONSORED 
PROGRAMS 



Shoe Polish, Whitener, 
and Dressing 

Berm ingham, Castleman, 

and Pierce, Inc. 



*In addition to num ber of weeks in which the client has used CBS Network facilities. 
Program or client not listed in CBS Program Book for November. 



16 



WABC 
SPONSORED 
PROGRAMS 

Continued 



GROVE LABORATORIES, INC. 

(31st Week on WABC) 

Odd Side of the News 



Mon., Wed., Fri. 
8:25-8:30 a.m. 



Bromo-Quinine Cold I 
Tablets 

/. Walter Tfiompson f' 

Co., Inc. 



^ILLINOIS MEAT COMPANY 

(5th Week on WABC) 

Arthur Godfr'ey 

Participations 



Mon. thru Sat. 
6:30-6:55 a.m. 



Broadcast Brand Cannec 
Meats 

Arthur Meyerhoff & I 



KRUG BAKING COMPANY 

(102nd Week on WABC) 

Woman's Page of the Air 

with Adelaide Hawley 
Participations 



Mon. thru Fri. 
8:45-9:00 a.m. 



Bakery Products 
and Coffee 

Elmer L. Cline 



*V. LA ROSA & SONS, INC. 

(2nd Week on WABC) 

Woman's Page of the Air 

with Adelaide Hawley 

Participations 



Wed., Thurs., Fri. 
8:45-9:00 a.m. 



La Rosa "Grade A" 
Macaroni Products 
M. H. Hackett, Inc. 



P. LORILLARD COMPANY* 

(21st Week on WABC) 

Arthur Godfrey 

Participations 



Mon. thru Sat. 
7:00-7:30 a.m. 



Old Gold Cigarettes 
/. Walter Thompson 
Co., Inc. 



LUDEN'S, INC. 

i27th Week on WABC) 

The Worhl Today 



Saturday 
6:45-7:00 p.m. 



"Luden's Menthol" 
Cough Drops 

/. M. Mathes, Inc. 



MARYLAND PHARMACEUTICAL CO. 

(35th Week on WABC) 

Woman's Page of the Air 

with Adelaide Hawley 

Participations 



Tues., Thurs., Sat. 
8:45-9:00 a.m. 



Rem and Rel 

The Joseph Katz Co. 



MELVILLE SHOE COMPANY 

(159th Week on WABC) 

Early Morning News 



Mon. thru Sat. 
7:45-8:00 a.m. 



Thom McAn Shoes 
Neff-Rogow, Inc. 



JOHN MORRELL AND COMPANY 

(16th Week on WABC) 

The Missus Goes A-Shopping 

Quiz 



Tues., Thurs., Sat. 
8:30-8:45 a.m. 



E-Z Cut Ham 

Henri, Hurst and 
McDonald, Inc. 



17 



*/n addition to number of wcelfs in which the client has used CBS Network facilities. 
* Program or client not listed in CR.S Pro/iram Rook for November. 



WABC 

HEW YORK STATE BUREAU OF Mon. and Wed. Milk and Milk Pi oducts SPONSORED 

HILK PUBLICITY 8:45-9:00 a.m. J. M. Mathes, Inc. PROGRAMS 

3Htl, Week on IT IBC) 



Woman's Page of the Air 

with Adelaide Havvley 
Participations 






VOXZEMA CHEMICAL CO., INC.* 

30th Week on WABC) 

Battle of the Boroughs 

Quiz 


Saturday 
9:45-10:15 p.m. 


Noxzema Products 

Ruthrauff & Ryan, Inc. 


PEPSI-COLA COMPANY* 

'71 St Week on WABC) 

The Missus Goes A-Shopping 

Quiz 


Mon., Wed., Fri. 
8:30-8:45 a.m. 


Pepsi-Cola 

Newell-Emmett, Inc. 


QUAKER OATS COMPANY* 

{50th Week on WABC) 

The Aunt Jemima Program 


Mon. thru Sat. 
8:15-8:20 a.m. 


Aunt Jemima Pancake Flour 
Inc. 


SELECT THEATRES CORP. 

{65th Week on WABC) 

Announcement 


Mon., Wed., Fri. 
11:58:50 p.m.- 
12 mid. 


"Hellzapoppin" 
Blaine-Thompson 
Co., Inc. 


SMITH BROTHERS* 

{19th Week on WABC) 

Arthur Godfrey 
Afternoon News 


Mon., Wed., Fri. 
7:30-7:45 a.m. 

Mon., Wed., Fri. 


"SB" Cough Drops and 
Cough Syrup 

/. D. Tarcher & Co., Inc. 


SOCONY-VACUUM OIL CO., INC.* 

{18th Week on WABC) 

News 

with Mark Hawley 


Mon. thru Sat. 
10:45-11:00 p.m. 


Gasoline, Oil and 
Specialties 

/. Stirling Getchell, Inc. 


WASTE PAPER CONSUMING 
INDUSTRIES 

\ioiii f} een Oft »i^T/>o/ 

Arthur Godfrey 

Participations 


Mon. thru Sat. 
7:00-7:30 a.m. 


Paper Conservation 
Olian Advertising Co. 


WILSON AND COMPANY 

{13th Week on WABC) 


Mon. thru Sat. 
7:00-7:30 a.m. 


Ideal Dog Food 

U. S. Advertising Corp. 



Arthur Go<lfrey 



Participations 



*ln addition to number of weeks in which the client has used CBS Network facilities. 



CBS SUSTAIIIIG PROGRAMS 



are chosen because they are timely, exciting, and balanced. These 
three standards of selection produce a diverse, flexible program 
schedule, carefully designed to win and retain the interest of mil- 
lions of listeners. To maintain its flexibility— to continue to present 
the most highly contemporary and most stimulating sustaining pro- 
grams on the air— Columbia finds it necessary in the course of the 
month to alter some details in the following schedule. These day- 
to-day and even hour-to-hour changes are reported, when possible, 
in local newspaper radio listings. 

For your convenience, the Columbia sustaining programs listed 
on the following pages are grouped in these classifications: 



1. NEWS BROADCASTS Page 20 

2. DRAMATIC SERIES Page 21 

3. NATIONAL DEFENSE Page 21 

4. LIGHT ENTERTAINMENT Page 22 

5. SERIOUS MUSIC Page 23 

6. EDUCATIONAL PROGRAMS Page 24 

7. CHILDREN'S PROGRAMS Page 26 

8. PERSONALITIES Page 26 

9. RELIGIOUS BROADCASTS Page 27 

CBS SHORT WAVE BROADCASTS Page 28 

ADDENDA: November programs Page 29 



News Summaries, Analyses 
and Broadcasts from Europe 

SCHEDULED PERIODS 
MONDAY THRU SUNDAY 



Headlines and Bylines 

11:00-11 :15 p.m. 
ACH SUNDAY 



Columbia's staff of air reporters in European 
capitals, in New York, and in Washington cover 
the second world war according to a regular 
pattern of summaries, analyses, and news 
broadcasts from Europe. The schedule is sup- 
plemented with special events and sharpened 
by frequent addresses by public figures, his- 
torians, and political or military experts. 

.\en s Broadcasts: Bob Trout and Charles Col- 
lingwood from London; Howard K. Smith 
from Berlin; Larry Lesueur from Russia; 
Charles Barbe from Berne; Bernard Valery 
from Stockholm; Cecil Brown from Singa- 
pore; Edward Chorliaii from Cairo; Winston 
Burdett from Ankara; Herbert Clark from 
Buenos Aires; W. R. Wills from Tokyo; 
William Dunn in the Far East; Elmer Davis, 
Edward R. Murrow, Linton Wells, Major G. 
F. Eliot, William L. Shirer, Harry W. Flannery 
and John Charles Daly from New\ork: Albert 
\^arner and Eric Sevareid from Washington: 
8:00-8:15 a.m., Monday thru Saturday; 
6:45-7:00 p.m.. Monday thru saturd.^y; 
2:30-3:00 p.m., Sunday; 9:00-9:15 a.m., 
SUNDAY THRU SATURDAY; 10:45-11:00 p.m., 
MONDAY THRU SATURDAY. 

News Summaries: 6:30, 9:00 a.m., 3:55 p.m., 
12:55 a.m., MONDAY THRU SATURDAY; 4:45 
p.m., MONDAY THRU FRIDAY; 6:00 p.m., SATUR- 
DAY; 2:30 p.m.. 12:55 a.m.. SUNDAY. 

News Analyses: Linton Wells, 12:00-12:05 
a.m., MONDAY THRU SATURDAY; Elmer Davis, 
8:55-9:00 p.m., Monday; 6:30-6:45 p.m., 
SATURDAY; Albert Warner, 6:00-6:10 p.m., 
TUESDAY AND THURSDAY; William L. Shirer, 
6:15-6:30 p.m., THURSDAY. 
(See also sponsored news programs.) 



NEWS 

BROADCASTS 



In this Sunday evening period of news analy- 
sis. Major George Fielding Eliot stresses 
the military aspects of war in Europe, Albert 
Warner describes the Washington scene, and 
Warren Sweenev reviews the week's news. 



20 



DRAMATIC 
SERIES 



NATIONAL 
DEFENSE 



Columbia Workshop 
8:00-8:30 p.m. to the West 
10:30-11:00 p.m. to the East 
EACH SUNDAY 



Jones and I 

10:30-11:00 a.m. 

EACH SATURDAY 



Report to the Nation 

9:30-10:00 p.m. 

EACH TUESDAY 



Spirit of '41 

2:00-2:30 p.m. 

EACH SUNDAY 



Calling Pan-America 
6:00-6:30 p.m. 

EACH SATURDAY 



The Columbia Workshop remains the foremost 
program on the air devoted to experimental 
broadcasting. Davidson Taylor is producer. 
DECEMBER 7: Howard Barnes directs "The 
Fish on the Bathroom Floor", by Thomas 
Collins. 

DECEMBER 14: Earle McGill directs a special 
broadcast about the Bill of Rights. 
DECEMBER 21 : Charles Vanda directs his own 
Christmas play. 

DECEMBER 28: Perry Lafferty directs "The Bus 
that Nobody Loved", by Maurice Dolbier. 



JCHSATI 

latinee 

.5;(ll 

ilCHSATI 

lurllve 



Here is a light and refreshing new addition to 
Columbia's Saturday morning dramatic sched- 
ule. The story revolves around the doings of a 
young couple, after the girl proposes marriage. 
Scott Farnworth doubles as author and male 
lead for the series. Stuart Buchanan directs. 



This informal, factual series brings the Amer- 
ican people a report each week on the inside 
workings of their government. Each program 
describes the government's operation in a 
problem or event rich in public interest. The 
series is produced by Brewster Morgan. 



iACHSAT 



lenfro ' 



lONDAY' 



[av Till 



LlCHSAl 



Broadcast in the interest of national defense, 
this new series singles out each week a unit of 
the Army, Navy or Marines, and, in dramatic 
form, traces its history and development. 
Brewster Morgan directs the program which 
is written by Willis Cooper. The narrator is 
Burgess Meredith. 



ling All 

ma 



The Columbia Broadcasting System takes an- 
other step toward bringing the Americas closer 
together through radio. Heard throughout the 
western hemisphere, this new series originates 
in a different capital each week, "calls" a dif- 
ferent nation to the microphone with a vivid 
radio-picture of its daily life and culture. 



Soldeii 



21 



The People's Platform 

;00-7:30 p.m. 
:ACH SATURDAY 



Lyman Bryson entertains four Americans at 
dinner and draws them into an extempora- 
neous discussion of current problems and an 
informal exchange of ideas. 



Matinee at Meadowbrook 

t:00-5:00 p.m. 



ACH SATURDAY 



An hour jamboree of dance music for "young- 
minded" Columbia listeners, featuring the 
orchestras of Jimmy Dorsey. Johiiin Long aiul 
Alvino Rey during December. 



iurl Ives Coffee Club 

10:00-10:30 a.m. 

■:aCH SATURDAY 



Burl Ives plays host to a circle of musical 
personalities with varied talents. Among the 
"regulars" are Jerry Wayne, Louise Wilcher, 
Bobby Tucker and the Symphonettes. 



lenfro Valley Folks 

$:30-3 :45 p.m. 

MONDAY THRU FRIDAY 



Inhabitants of the Kentucky hills provide the 
talent for this program of folk songs, which is 
broadcast from an old-time log cabin settle- 
ment in the heart of the Renfro Valley. 



Kay Thompson and Co. 

11:05-11:30 a.m. 

sACH SATURDAY 



This series presents Miss Thompson in a 
many-sided role — as choral director, soloist, 
comedienne, and composer. Music is under the 
direction of Walter Gross, and Perry Lafferty 
directs the program. 



5ing Along 
1:30-4:45 p.m. 

MONDAY THRU FRIDAY 



This program provides a golden opportunity 
for all bathroom baritones. It invites the lis- 
tener to act as soloist, with the accompaniment 
of the Landt Trio. 



Golden Gate Quartet, 

Four Clubmen, Symphonettes 

Various hours 



These harmony groups are featured on the 
Columbia Network through the week. Each 
group has a distinctive vocal style and is a 
CBS favorite. 



)ance Orchestra 

various hours 
monday thru sunday 



America's leading dance bands provide a full 
schedule of current hits and old favorites to 
Columbia listeners each evening. These top 
ranking bands are scheduled for December: 



Blue Barron 
Cab Calloway 
Jimmy Dorsev 
Benny Goodman 
Harry James 
Guy Lombardo 



Frankie Masters 
Vaughn Monroe 
Alvino Rev 
Raymond Scott 
Dick Stabile 
Claude Thornhill 



NATIONAL 
DEFENSE 



LIGHT 
ENTERTAIN- 
MENT 



22 



SERIOUS 
MUSIC 



New York Philharmonic- 
Symphony Orchestra 

3:00-4:30 p.m. 
EACH SUNDAY 



Cleveland Orchestra 

5:00-6:00 p.m. 

EACH SATURDAY 



Philharmonic Young 
People's Concert 
3:45-4:45 p.m. 

MONDAY. DECEMBER 15 



From Columbia's Concert 
Hall 

4:00-4:30 p.m. 

MONDAY THRU FRIDAY 



The New York Philharmonic-Symphony Or- 
chestra, broadcasting for the twelfth consecu- 
tive year on CBS, is celebrating its centennial 
season. During December, Artur Rodzinski 
and Dimitri Mitropoulos will conduct. Deems 
Taylor acts as intermission commentator. 



This weekly series of symphony concerts is 
heard from Severance Hall in Cleveland. Pro- 
grams will be conducted by Artur Rodzinski 
and Rudolph Ringwall. 



The New York Philharmonic-Symphony Or- 
chestra presents one concert a month espe- 
cially for young people. Rudolph Ganz will 
be the conductor. 



>luuil)' 
ilusicF' 

HCHSAT 

'eraBr( 



'rom tl 

iCHSHI 



[BS.4I 



This is an unusual series of programs, em- 
bracing great symphonic, operatic, vocal and 
chamber music works. It includes seldom-per- 
formed American works, orchestral and vocal 
excerpts from great operas, little-known con- 
certi, and music and songs for small ensem- 
bles. The participating groups of artists vary: 
MONDAYS: "Stars in the Orchestra", devoted 
to concerti and shorter solo works played by 
individual members of the Columbia Concert 
Orchestra, under Howard Barlow s direction. 
TUESDAYS: "Milestones in American Music", 
comprising historic American compositions 
performed by orchestral, chamber and vocal 
groups from the Eastman School of Music in 
Rochester. 

VV^EDNESDAYS : "Songs of the Centuries'", with 
songs of the masters sung by vocal soloists. 
Howard Barlow will conduct. 
THURSDAYS : Cincinnati Conservatory of Music 
presents orchestral and chamber music ensem- 
bles with occasional choruses and vocalists. 
FRIDAYS: "The Lyric Stage", with Howard Bar- 
low directing orchestral excerpts from operas 
and ballets. Occasional soloists will be heard. 



lmeri( 

l:l>9: 
Easter: 



!:30-l( 
ilount 
30-2 

HONDA' 



Colunihia's American 
Vlusic Festival 

7:30-8:00 p.m. 

EACH SATURDAY 



/era Brodsky 
Ll:05-ll:30 a.m. 

ZACn SUNDAY 



From the Organ Loft 
3:15-9:45 a.m. 

EACH SUNDAY 



CBS ADULT 
EDUCATION BOARD 



School of the Air of the 
Americas 
9:15-9:45 a.m. 
(Eastern Time Zone) 
2:30-2:55 p.m. 
(Central Time Zone) 
9:30-10:00 a.m. 
(Mountain Time Zone) 
1:30-2 :00 p.m. 
(Pacific Time Zone) 

MONDAY THRU FRIDAY 



Howard Barlow and the Columbia Concert 
Orchestra feature new scores by contemp()rar\ 
American composers. 



This well known concert pianist returns to 
Columbia, playing the great piano works of 
the nineteenth and twentieth centuries. 



Famous organist Julius Mattfeld in Columbia's 
well known series of organ recitals with a vast 
repertory of works for the instrument. 



'"Im itation to Learning", "The People's Plat- 
form" and '"Report to the Nation" are presen- 
tations of the Department of Education, 
arranged with the counsel of Columbia's Adult 
Education Board. Members of the Board, 
representative of the nation's leading educa- 
tors and publicists, are: 

LYMAN BRYSON, chairman henry r. luce 



STRINGFELLOW BARR 
WILLIAM BENTON 
HARRY WOODBURN CHASE 
ROBERT I. GANNON, S.J. 
ALVIN S. JOHNSON 



SPENCER MILLER, JR. 
RUTH BRYAN ROHDE 
THOMAS V. SMITH 
WILLIAM ALLEN WHITE 
RAY LYMAN WILBUR 



JOSEPH H. WILLITS 



The School of the Air of the Americas, now 
broadcast in the Latin American Republics 
under the guidance of a Pan American Coun- 
cil, is in its thirteenth year on CBS. An esti- 
mated 5,000,000 students in the United States 
alone listen regularly to the series. 

MOJiDAYS— Americans at Work 
DECEMBER 1 : Automobile Workers. 
DECEMBER 8 : Weathermen. 
DECEMBER 15: Makers of Books. 

TUESDAYS— Music of the Americas 
DECEMBER 2 : Religious Music. 
DECEMBER 9: Transportation. 
DECEMBER 16: The Spirit of the City. 



SERIOUS 
MUSIC 



EDUCATIONAL 
PROGRAMS 



24 



EDUCATIONAL 
PROGRAMS 

Continued 



Scliool of the Air of the 
Americas 

Continued 




WEDNESDAYS— A^ew; Horizons: Lands of 
New World Neighbors 
DECEMBER 3 : Cradle of New World Freedom 
DECEMBER 10: Land of Vast Horizons. 
DECEMBER 17: Liberators of the South. 

THURSDAYS— 7a/e5 from Far and Near 
DECEMBER 4: The Story of San Martin. 
DECEMBER 11: Selected American Ballads. 
DECEMBER 18: Gay Madelon. 

FRIDAYS— This Living World 
DECEMBER 5: Propaganda. 
DECEMBER 12: Expenses of Democracy. 
DECEMBER 19: The Worker After the Defensi 
Program. 



iCHSA' 



Invitation to Learning 

11:30-12:00 noon 

EACH SUNDAY 



This series invites listeners to read or re-reao 
the world's great books discussed by Mark cHSA' 
Van Doren and special guests. 



Columbians Country Journal 

3:00-3 :30 p.m. 

EACH SATURDAY 



Charles Stookey, Columbia's director of agri- 
cultural programs, presents a weekly round 
up of farm news, and interviews distinguished 
agricultural authorities and leaders. 



Spotlight on Asia 

3:45-3:55 p.m. 

EACH MONDAY 



The aim of this series is to familiarize Amer- 
icans with Far Eastern conditions. It is pre- 
sented in cooperation with the American 
Council of the Institute of Pacific Relations 



What Freedom Means 
3:45-3:55 p.m. 

I EACH TUESDAY 



Distinguished leaders in public life appear o: 
this program and discuss the questions which 
are currently affecting the freedom of Amer 
ica and the World. 



Children Also Are People 
3:45-3:55 p.m. 

EACH WEDNESDAY 



CBS presents a series of broadcasts by child 
experts and various celebrities to show parents 
that children are people, too. 



Highways to Health 
3:45-3:55 p.m. 

EACH THURSDAY 



Dr. lago Galdston of the New York Academy 
of Medicine arranges these instructive talks 
on health for laymen. 



nerici 



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imericans Map the Skies 
1:45-3:55 p.m. 

.„..H FRIDAY 



3f Men and Books 

2:00-2:30 p.m. 



lACH SATURDAY 



idventures in Science 

1:30-1:45 p.m. 

■EACH SATURDAY 



's Pretend 

1:00-1 :30 p.m. 

EACH SATURDAY 



rhe Old Dirt-Dobber 

):30-10:00 a.m. 

EACH SATURDAY 



Outdoors with Bob Edge 
6:30-6:45 p.m. 

EACH TUESDAY 



Juan Arvizu 

10:30-10:45 p.m. 

MONDAY, TUESDAY, WEDNESDAY 
i :45-2 :00 p.m. 

SATURDAY 



Olga Coelho 

10:30-10:45 p.m. 
FRIDAY AND SATURDAY 



Professor William H. Barton, Jr., Curator of 
the New York Hayden Planetarium, traces the 
development of research by American astron- 
omers in this series on popular astronomy. 



Professor John T. Frederick of the Medill 
School of Journalism, Northwestern Univer- 
sity, discusses recently published books and 
brings their authors to the CBS microphone. 



Watson Davis interviews prominent scientists 
on these CBS programs, planned in conjunc- 
tion with Science Service, Inc. 



This series, which dramatizes the world's 
greatest fairy tales, has won more awards than 
any other children's program. Directed by 
Nila Mack and presented by a cast of child 
actors, "Let's Pretend" has in 1940 won the 
Radio Daily Award as the best children's pro- 
gram on the air, the Scripps-Howard nation- 
wide poll of radio editors, and the Women's 
National Radio Committee Award. 



Tom Williams, horticultural expert of WLAC 
in Nashville, "the old dirt-dobber," answers 
queries about trees, plants, birds and insects. 



Bob Edge, CBS hunting and fishing expert, 
recounts anecdotes and furnishes useful infor- 
mation to sporting enthusiasts. 



Juan Arvizu, singing idol of Latin America, is 
presented by CBS with Alfredo Antonini's 
Tipica Orchestra and, on Tuesdays, the Trio 
Flores del Rio. 



This internationally famous Brazilian singer 
and guitarist sings in English, Spanish. Portu- 
guese, French, German, and Italian. 



EDUCATIONAL 
PROGRAMS 



CHILDREN'S 
PROGRAMS 



PERSONALITIES 



26 



RELIGIOUS 
BROADCASTS 



Church of the Air 

10:00-10:30 a.m. 
1 :00-l :30 p.m. 

EACH SUNDAY 



Wings Over Jordan 
10:30-11:00 a.m. 

EACH SUNDAY 



The Church of the Air has completed its tent 
consecutive year of Sunday morning and aftei 
noon religious broadcasts. In December: 

DECEMBER 7: Morning: Presbyterian Service 
Afternoon: Rev. Conrad I. McCoy, Director 
Holy Mission on the Bowery, New York, N. 

DECEMBER 14: Morning: Rev. Waylant 
Zwayer, Emanuel Baptist Church, Brooklyn 
N. Y. 

Afternoon: Rabbi Julius Gordon, Shaar( 
Emeth Temple, St. Louis, Missouri. 

DECEMBER 21 : Morning: Congregational Ser 
vice. 

Afternoon: Catholic Service, Vatican City 
Italy. 

DECEMBER 28: Morning: Very Rev. James P 
De Wolf, Dean, Cathedral of St. John th( 
Divine, New York, N. Y. 
Afternoon: Unitarian Service. 



This program of religious talks and spiritual 
is presented by outstanding Negro leaders anc 
educators and a choir of thirty voices 

DECEMBER 7: Mrs. A. M. P. Strong, Presiden 
of the National Congress of Colored Parents ;30-6 
and Teachers, Marianna, Arkansas. 

DECEMBER 14: Rev. F. C. Jenkins, Representa 
tive of the American Bible Society in the cele | 
bration of Universal Bible Sunday, Columbus 
Ohio. 

DECEMBER 21: Brigadier General Benjamir 

Davis, Washington, D. C. 

Spar 

DECEMBER 28: To Be Announced. 30.- 



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ews Broadcasts (WCBX) 

Jews in English: 

^:00-7:15a.m..l2:30-12:45p.m., 
4:30^4:45 p.m. 
News in Italian : 

8:00-8:15a.m.,12:00-12 :15p.m., 

3:00-3:15 p.m. 

News in German : 

9:00-9:15 a.m., 1 :00-l :15 p.m. 

4:00-4:15 p.m. 

News in French : 

11:00-11 :15a.m.,2:00-2:15p.m., 

5:00-5:15 p.m. 

News in Polish : 

4:45-5:00 p.m. 

DAILY INCLL DING SUNDAY 

News in Polish : 

1:45-2 :00 p.m. 

News in Dutch : 

3:45-4:00 p.m. 

News in Swedish : 

1:30-1:45 p.m. 

News in Serbo-Croatian: 

4:15-4:30 p.m. 

MONDAY THROUGH FRIDAY 



Each day, from early morning to late after- 
noon, Columbia's international station, 
WCBX, directs a comprehensive schedule of 
news broadcasts to Europe. These are trans- 
mitted in eight languages — English. Italian. 
German, French, Polish, Dutch, Swedish, and 
Serbo-Croatian. CBS has set up a large inter- 
national news staff, separate from the network, 
to prepare the news. At hand are all the news 
services and facilities available to the network 
itself. Among Columbia's European reporters 
are Mario Capelli, Italian editor ; Field Horine, 
German editor; Beverly Thurman. French edi- 
tor; Edward Kulikowski, Polish editor: Bern- 
ard Person, Dutch editor; Rosemay Barck, 
Swedish editor, and Vaso Trivanovitch, Serbo- 
Croatian editor. 



News Broadcasts (WCBX) 

News in English : 
6:30-6:45 p.m. 

News in Spanish : 
6:45-7:00p.m.,10:00-10:15p.m. 

News in Portuguese : 
7:15-7:30 p.m. 

DAILY INCLUDING SUNDAY 



Each evening, Columbia's international sta- 
tion, WCBX, directs its broadcasts to Latin 
America. News is transmitted in three lan- 
guages—English, Spanish, and Portuguese. 
WCBX reporters include Roberto Unanue, 
Latin American news editor; Alberto Zalamea, 
Luiz Castaneda, Luis Correa, Luis Jatoba. 



Hollywood News 
In Spanish: 

7:30-7:45 p.m. each Monday 
In Portuguese: 

8:30-8:45 p.m. each Wednesday 



Once each week. CBS presents the latest news 
of Hollywood. Luiz Castaneda is heard in 
Spanish and Luis Correa reports in Portu- 
guese. 



Carmen Castelo's Column 
7:00-7:15 p.m. 



each TUESDAY 



Carmen Castelo reports the latest news and 
gossip along Broadway— of the theater, motion 
pictures, fashions and personalities. 



Cultural News in Spanish 
9:00-9:15 p.m. 
EACH FRIDAY 



A digest of cultural news of special interest to 
Latin American listeners is broadcast each Fri- 
day by Jose Santos Quijano. 



SPECIAL CBS 
SHORT WAVE 
BROADCASTS 
TO EUROPE 

WCBX New York 



SPECIAL CBS 

SHORT WAVE 

BROADCASTS 

TO LATIN 

AMERICA 

If CBX Aew York 



28 



II li ;l 



NOVEMBER PROGRAMS 



Columbia's Special Feature broadcasts are arranged on a week to 
week, sometimes day to day, and even, on occasion, hour to hour 
basis. One result of this flexibility and timeliness is the following 
partial list of November programs which were arranged too late for 
inclusion in the last month's issue of the Columbia program book 



PUBLIC AFFAIRS 

NOVEMBER 1 : Philip F. LaFollette, former 
Governor of Wisconsin spoke from a meet- 
ing of America First Committee chapter 
chairmen in Washington, 10:15-10:45 p.m. 

NOVEMBER 1 : Dr. Jan Masaryk, Foreign 
Minister of the Czechoslovak Government in 
Exile, spoke in observance of Czechoslovakia 
Week, 11:00-11:15 p.m. 

NOVEMBER 2: Norman Thomas, Socialist 
Party leader, maintained that "Repeal of the 
Neutrality Law Means War," 7 : 15-7 : 30 p.m. 

NOVEMBER 4: Representative Claire E. 
Hoffman, Michigan Republican, spoke from 
Washington, 10:1.5-10:30 p.m. 

NOVEMBER 5: Representative Emanuel 
Celler, New York Democrat, spoke from New 
York, 10:15-10:30 p.m. 

NOVEMBER 5: Senator Robert A.Taft,Ohio 
Republican, discussed "Shall We Convoy to 
England," 11:00-11:15 p.m. 

NOVEMBER 6: U. S. Assistant Attorney 
General Francis M. Shea and R. E Downing, 
National Chairman, spoke under the aus- 
pices of the Committee for American-Irish 
Defense, 6:30-6:45 p.m. 

NOVEMBER 6: W. Averell Harriman, head 
of America's mission on Russian war needs, 
spoke from New York, 10:15-10:30 p.m. 



NOVEMBER 7: Senator Clyde L. Herring, 
Iowa Democrat, discussed changes in the 
Neutrality Act, 10:30 10:45 p.m. 

NOVEMBER 8: John F. Finerty, National 
Chairman of the Keep America Out of War 
Congress, urged that we "Keep the Neutral- 
ity Act," 10:15-10:30 p.m. 

NOVEMBER 9: Five women from various 
walks of life discussed "Women in a War- 
Torn World", under the auspices of the 
National Federation of Business and Pro- 
fessional Women's Clubs, 7:15-7:30 p.m. 

NOVEMBER 10: Mrs. Wendell Willkie 
spoke for Young America Wants to Help, 
3:30-3:45 p.m. 

NOVEMBER 12: Dr. Evarts Graham, pro- 
fessor of surgery at Washington University 
in Saint Louis, discussed "The Doctor and 
the Defense Program," 3:15-3:30 p.m. 

NOVEMBER 12: Walter F. Downey, Massa- 
chusetts Commissioner of Education; Gov. 
Leverett Saltonstall of Massachusetts and 
Lynn Starnbaugh, National Commander of 
the American Legion, talked on an American 
Education Week program, 10:15-10:30 p.m. 

NOVEMBER 12: Representative Karl E. 
Mundt. Republican of South Dakota, spoke 
on "A Proposed American Course of 
Action," 11:00-11:15 p.m. 



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NOVEMBER 13: Mrs. Henry Morgenthau, 
Jr., wife of the Secretary of the Treasury, 
spoke in connection with Civilian Defense 
Week, 3:30-3:45 p.m. 

NOVEMBER 14: The impact of the national 
emergency on the American motorist was 
portrayed in a dramatization called "These 
Motoring Days." This broadcast was under 
the auspices of the American Automobile 
Association, 3:30-3:45 p.m. 

NOVEMBER 15: Fiorello H. LaGuardia, 
Mayer of New York, discussed civilian de- 
fense with Sir John Laurie, Lord Mayor of 
London, 1:45-2:00 p.m. 

NOVEMBER 15: Paul V. McNutt, Federal 
Security Administrator, spoke on "Enlight- 
ened Morale," 10:15-10:30 p.m. 

NOVEMBER 15: A panel discussion on 
"Education and Civilian Morale" was heard 
from Washington in connection with Ameri- 
can Education Week, 10:30-10:45 p.m. 

NOVEMBER 16: Paul V. McNutt, Director 
of the Office of Defense Health and Welfare 
Services, discussed defense activities, other 
than production, with Gov. Herbert R. 
O'Connor of Maryland, 7 :15-7 :30 p.m. 

NOVEMBER 18: A special broadcast in con- 
nection with conventions of the Farmers 
Educational and Cooperative Union and the 
C.I.O. was carried, 10:15-10:30 p.m. 

NOVEMBER 18: Wendell L. Willkie spoke 
on "A Better Understanding for Labor," 
10:30-10:45 p.m. 

NOVEMBER 19: Former President Herbert 
Hoover discussed "Shall We Send Armies 
to Europe?" in a talk before the Chicago 
Union League Club. 10:15 10:45 p.m. 

NOVEMBER 21 : Roger N. Baldwin, direc- 
tor of the American Civil Liberties Union 
considered "Liberty in the Shadow of War," 
10:30-10:45 p.m. 

NOVEMBER 22: Ralph Ingersoll. editor of 
the New \ork newspaper PM, broadcast a 



"Report on the Fighting Fronts Against 
Hitler," 10:15-10:30 p.m. 

NOVEMBER 25: Senator Joseph C.O"Maho- 
ney. Democrat of Wyoming, discussed "The 
Threat to Small Business Resulting from 
the Present Priorities Program," 10:15- 
10:30 p.m. 

NOVEMBER 27: Dr. L. D. H. Weld, econ- 
omist and research expert, was interviewed 
by Linton Wells, 6:30-6:45 p.m. 

NOVEMBER 28: Mrs. Franklin D. Roose- 
velt, Mrs. John Winant and Mrs. Kermit 
Roosevelt, founder and national chairman 
of Young America Wants to Help, spoke 
under the auspices of that organization. 
10:30-10:45 p.m. 

NOVEMBER 29: Senator George D. Aiken 
of Vermont, Representative Jerry Voorhis of 
California and Murray D. Lincoln, president 
of the Cooperative League of the U.S.A., dis- 
cussed "Building for a Saner World," 10:15- 
10:30 p.m. 

SPECIAL EVENTS 

NOVEMBER 1 : The Army-Notre Dame foot- 
ball game was described by Ted Husing, 
1:45-4:15 p.m. The Minnesota-Northwest- 
ern game was also carried, 4:00-5:30 p.m. 

NOVEMBER 1: "Around Britain," a short- 
wave program of interview and description 
from five cities of the United Kingdom was 
presented, 4:30-5:00 p.m. 

NOVEMBER 6: President Roosevelt ad- 
dressed the International Labor Organiza- 
tion in a talk from the White House, 3:00- 
3:20 p.m. 

NOVEMBER 6: Employees of the Martin 
Bomber factory near Baltimore discussed air- 
craft building with workers at the Halifax 
Bomber factory in England, 4:45-5:00 p.m. 

NOVEMBER 8: Ted Husing covered the 
Navy-Notre Dame football game from Bal- 
timore, 1 :45-4:30 p.m. The Georgia-Florida 
game was also broadcast, 2:15-5:00 p.m. 



NOVEMBER 10: Raymond Paige and his 
Young Americans supplied the music for a 
broadcast from the British-American Ambu- 
lance Corps benefit at Manhattan Center in 
New York, 11 :00-ll :30 p.m. 

NOVEMBER 11 : President Roosevelt spoke 
from Arlington National Cemetery in con- 
nection with the Armistice Day ceremonies 
of the American Legion, 10:59-11:30 a.m. 

NOVEMBER 11: This Red Cross Roll Call 
broadcast included speeches by Vice-Presi- 
dent Wallace; Secretary of War Stimson; 
Secretary of the Navy Knox; Sidney Hill- 
man, associate director general of the O.RM. ; 
Norman H. Davis, President of the American 
Red Cross, and Edwin C. Hill, 10-11 p.m. 

NOVEMBER 13: Fredric March and Edward 
M. Warburg, Chairman, were heard in con- 
nection with the 27th anniversary of the 
founding of the American Jewish Joint Dis- 
tribution Committee, 6:30 6:45 p.m. 

NOVEMBER 15: Ted Husing covered the 
Notre Dame-Northwestern football game at 
Evanston, 2:15-5:00 p.m. 

NOVEMBER 16: Dr. Frank Black, Paul 
Muni, Raymond Massey, Lionel Barrymore, 
Ray Collins, Judith Anderson, Conrad Thi- 
bault and David Ross participated in a Red 
Cross Roll Call broadcast called "Narrative 
in Red and White," 1 :30-2:30 p.m. 

NOVEMBER 16: A special broadcast salut- 
ing the opening of the Guatemala National 
Fair was carried from Guatemala City. 
11:15-11:30 p.m. 

NOVEMBER 17-28: Eric Sevareid and 
William Slocum, Jr. covered the Army ma- 
neuvers from the Carolinas. Monday through 
Friday, 4:30-4:45 p.m. An extra broadcast 
was carried November 22, 10 :30-10 :45 p.m. 

NOVEMBER 19, 24: Mel Allen covered bas- 
ketball's Golden Jubilee tournament in Mad- 
ison Square Garden, 11:00-11:15 p.m. 



NOVEMBER 20: The David Lipscomb Col- 
lege Chapel Singers rendered a program of 
Thanksgiving Hymns, 9:15-9:45 a.m. 

NOVEMBER 20: A Thanksgiving Dinner 
broadcast from a home in Southern Pines, 
N. C, where four army men were being en- 
tertained, was heard, 3 :30-3 :45 p.m. 

NOVEMBER 21 : Eight college newspaper 
editors, who attended the Associated Col- 
legiate Press Association convention in St. 
Louis, conducted a round table discussion 
on the subject '"Should College Students Be 
Drafted?", 3:30-3:55 p.m. 

NOVEMBER 22: The Michigan-Ohio State 
football game was described by Ted Husing, 
1 :45-4:30 p.m. Also, the Wisconsin-Minne- 
sota game was carried, 4:30-5:30 p.m. 

NOVEMBER 23: Sumner Welles, Lender- 
secretary of State, addressed the Inter- Amer- 
ican Jewish Conference in Baltimore, 1 :30- 
2:00 p.m. 

NOVEMBER 23: John O'Neill, science edi- 
tor of the New York Herald Tribune, Elmer 
Davis and Stevan Dohanos, designer of this 
year's Christmas seal, spoke in behalf of 
the National Tuberculosis Association's 35th 
Christmas Seal Campaign, 7:15-7:30 p.m. 

NOVEMBER 26: In connection with the 
■'Keep 'Em Flying Campaign," the factory- 
to-war flight of an American-built bomber 
was traced for listeners. Pick-ups were made 
from the V. S. Ferrying Conunand Head- 
quarters in Washington and from airports in 
thiscountry and in Canada, 10 : 1 5-10 :45 p.m. 

NOVEMBER 29: The Army-Navy football 
classic was covered at Philadelphia by Ted 
Husing, 1:15-4:00 p.m. 

NOVEMBER 30: The Right Rev. William 
T. Manning, Protestant Episcopal Bishop 
of New York, delivered an address in con- 
nection with the dedication of the Cathedral 
of St. John the Divine in New York City. 
7:15-7:30 p.m. 



oIIIe i 

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THE COLUMBIA BROADCASTING SYSTEM 

Sales and administrative offices: 485 Madison Avenue, New York • 1<!2 Treniont Street, Boston 
410 North Michigan Avenue, Chicago • 902 Fisher Building, Detroit • Mart Building 
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